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Online reviews and ratings have become an important source of information for consumers and have significantly changed the way people make purchase decisions. In retail consumer behaviour, buying decisions are influenced not only by advertisements, product displays and personal recommendations but also by the experiences shared by other consumers on digital platforms. Online reviews provide detailed opinions about products or services, while ratings provide a quick numerical or star-based indication of consumer satisfaction. Together, they influence consumers at different stages of the buying process, from need recognition and information search to evaluation of alternatives, purchase and post-purchase behaviour. One of the most important impacts of online reviews is that they reduce information uncertainty. Before purchasing a product, consumers may not have complete knowledge about its quality, performance, durability or usefulness. This is particularly true for products that cannot be physically examined before purchase, such as electronic products, clothing bought online, hotel services and many household items. Reviews provide information based on the experiences of previous buyers. For example, a consumer purchasing a smartphone may examine reviews concerning battery life, camera quality, performance and durability before making a decision. Such information helps the consumer assess whether the product is suitable for their needs. Online ratings provide a quick method of evaluating alternatives. A product with a high average rating may attract greater attention than a similar product __________ ___ _________ _______ _________ ___.
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