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International Journal of Creative and Open Research in Engineering and Management

A Peer-Reviewed, Open-Access International Journal Supporting Multidisciplinary Research, Digital Publishing Standards, DOI Registration, and Academic Indexing.
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ISSN: 3108-1754 (Online)
Crossref DOI: Available
ISO Certification: 9001:2015
Publication Fee: 599/- INR
Compliance: UGC Journal Norms
License: CC BY 4.0
Peer Review: Double Blind
Volume 02, Issue 7

Published on: July 2026

IMPACT OF USER-GENERATED REVIEWS ON ONLINE PURCHASE DECISION

Kawalpreet Sharma

Punjab College of Technical Education,Ludhiana
DOI:https://doi.org/10.55041/ijcope.v2i6.413

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Plagiarism Passed Peer Reviewed Open Access

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Abstract

This study examines the impact of user-generated reviews on online purchase decisions among Generation Z consumers in Ludhiana, Punjab. With the rapid growth of digital platforms and electronic commerce, consumers start relying on user-generated content to reduce uncertainty associated with online shopping. The research focuses on individuals aged 12–29 years from Ludhiana North-East and North-West, understanding how demographic factors such as age and gender influence perceptions of reviews, trust formation, and purchase intentions. An empirical descriptive research design was adopted, and primary data were collected from 150 respondents using a structured questionnaire. Percentage analysis, Chi-square test, and Mean analysis were applied to examine associations between demographic variables, review types, platforms relied upon, and online purchase decisions. The findings present a significant association between age and gender in relation to user-generated content. The study highlights the critical role of user-generated reviews in shaping consumer trust, attitude, and purchase intention among Generation Z consumers. The findings offer valuable insights not only for marketers infact to individuals to understand how digital platforms seeking to design effective review management and engagement strategies tailored to specific demographic segments.

KEYWORDS: User-Generated Content, Online Purchase Decision, Consumer’s Trust and Attitude, Demographics, Generation Z, Digital Platforms.

How to Cite this Paper

Sharma, K. (2026). Impact of User-Generated Reviews on Online Purchase Decision. International Journal of Creative and Open Research in Engineering and Management, <i>02</i>(7). https://doi.org/10.55041/ijcope.v2i6.413

Sharma, Kawalpreet. "Impact of User-Generated Reviews on Online Purchase Decision." International Journal of Creative and Open Research in Engineering and Management, vol. 02, no. 7, 2026, pp. . doi:https://doi.org/10.55041/ijcope.v2i6.413.

Sharma, Kawalpreet. "Impact of User-Generated Reviews on Online Purchase Decision." International Journal of Creative and Open Research in Engineering and Management 02, no. 7 (2026). https://doi.org/https://doi.org/10.55041/ijcope.v2i6.413.

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  • •All submissions are screened under plagiarism detection.
  • •Review follows editorial policy.
  • •Authors retain copyright.
  • •Peer Review Type: Double-Blind Peer Review
  • •Published on: Jul 03 2026
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