| Megha Bharti Research Scholar (Commerce) Govt. Thakur Ranmat Singh College Awadhesh Pratap Singh University Rewa (Madhya Pradesh) | Dr. Rameshwar Prasad Gupta (Professor & HOD) Govt Girls Degree College Rewa (Madhya Pradesh) |
Abstract
This study investigates consumer attitudes and behaviors toward social influence and online reviews in e-commerce. Using a descriptive research design with a quantitative approach, 400 respondents were selected through systematic sampling, representing diverse demographics of gender, age, occupation, income, and marital status. Primary data were collected via a structured five-point Likert scale questionnaire covering five key dimensions. Statistical analyses, including descriptive statistics, ANOVA, and t-tests, were performed using SPSS at a 95% confidence level. Findings highlight the significant impact of social influence and online reviews on online consumer behavior.