The Role of Online Reviews in Influencing Purchase Decisions in Leading Clothing Stores PDF

THE ROLE OF ONLINE REVIEWS IN INFLUENCING PURCHASE DECISIONS IN LEADING CLOTHING STORES An Undergraduate Thesis Presented to the Faculty Members of the College of Business Administration In Partial Fulfillment of the Requirements for the Degre...

THE ROLE OF ONLINE REVIEWS IN INFLUENCING PURCHASE DECISIONS IN LEADING CLOTHING STORES An Undergraduate Thesis Presented to the Faculty Members of the College of Business Administration In Partial Fulfillment of the Requirements for the Degree of Bachelor of Science in Business Administration Major in Marketing Management Africa, John Vince C. Bauto, Leib Byron P. Hernandez, Gabrielle C. Lopez, Genesis Jay L. S.Y 2024 - 2025 December 2024 0  Copyright Page Philippine Copyright 2024 by the authors and the College of Business Administration New Era University All rights reserved. Portions of this manuscript may be reproduced with proper referencing and due acknowledgment of the author. ii  Approval Sheet This research study titled “The Role Of Online Reviews In Influencing Purchase Decisions In Leading Clothing Store” prepared and submitted by Gabrielle C. Hernandez, Genesis Jay L. Lopez, John Vince Africa, and Leib Byron Bauto, in partial fulfillment of the requirements for the subject Consumer Behavior in the College of Business Administration, has been examined and is hereby recommended for acceptance and approval for final oral defense. _____________________ Research Adviser Panel of Examiners Approved by the COMMITTEE ON ORAL EXAMINATION on Month Day, 2024, with a Grade of ____. ________________________ ____________________ ________________________ Member Chairperson Member Accepted and approved in partial to the requirements for the degree of Bachelor of Science in Business Administration Major in Marketing Management. __________________________ Dean, College of Business Administration iii  Acknowledgment With the collaborative efforts and support of numerous individuals, this study has successfully come to fruition. The researchers extend their sincere appreciation to each contributor: The Participants, whose active participation in the study provided valuable insights and enriched the research. Family and Friends, whose unwavering support and understanding played a crucial role in sustaining the researchers throughout this endeavor. Finally, the researchers express their profound gratitude to our ALMIGHTY GOD for bestowing upon them the wisdom, strength, mental clarity, and good health needed to successfully complete this study. iv  Dedication This research paper is dedicated to those who are involved in this subject matter. First, those entities and individuals expected to derive value and benefit from the outcomes of this study. Second, those who provided valuable support and information during this paper contributed to its depth and quality. And lastly, to ALMIGHTY GOD whose guidance was instrumental in the creation of this paper, ensuring its completeness and integrity. v  Abstract Title: “The Role Of Online Reviews In Influencing Purchase Decisions In Leading Clothing Store” Authors: Hernandez, Gabrielle C., Lopez, Genesis Jay L., Africa, John Vince C., Bauto, Leib Byron P. Course: Bachelor of Science in Business Administration Major in Marketing Management School: New Era University This study explores the role of online reviews in shaping consumer purchase decisions within the e-commerce sector of leading clothing stores. It examines how star ratings, image/video content, and text-based reviews influence trust, credibility, and purchasing behavior. Using a qualitative approach, the study employed semi-structured interviews with five purposively selected participants in Metro Manila. The findings highlight that image and video reviews have the greatest impact, providing consumers with a realistic view of products. While star ratings offer quick evaluations, they lack depth, whereas detailed text-based reviews enhance credibility. The study also investigates the impact of negative reviews and brand responses, showing their nuanced influence on decisions. These insights are valuable for marketers and e-commerce businesses, urging them to optimize review strategies to improve consumer engagement and trust. Ultimately, the research deepens the understanding of online shopping behavior, especially in the context of leading clothing stores in e-commerce. Keywords: Leading Clothing Stores, Star Ratings, Image and Video Reviews, Text-Based Reviews, E- Commerce, Consumer Behavior, Purchase Decisions, Online Reviews, Trust and Credibility vi  Table of Contents Copyright Page.............................................................................................................. ii Approval Sheet............................................................................................................. iii Acknowledgment.......................................................................................................... iv Dedication...................................................................................................................... v Abstract......................................................................................................................... vi Chapter 1....................................................................................................................... 1 Introduction.................................................................................................................. 1 Background of the Study............................................................................ 1 Statement of the Problem............................................................................ 2 Theoretical Framework.............................................................................. 15 Significance of the Study.......................................................................... 23 Definition of Terms.................................................................................... 25 Chapter 2......................................................................................................................27 Methodology................................................................................................................27 Sampling Procedure.................................................................................. 28 Source of Data............................................................................................ 29 Data Collection Procedure........................................................................ 30 Summary..................................................................................................... 32 Results and Discussion............................................................................. 34 Operational Data Collection...................................................................... 34 Operational Data Analysis......................................................................... 34 Evidence of Trustworthiness.................................................................... 35 Participants’ Demographic Profile........................................................... 35 Discussions and Presentation.................................................................. 37 Research Question.................................................................................... 45 Summary..................................................................................................... 47 Chapter 4......................................................................................................................49 Summary of Findings, Conclusion, and Recommendations.................. 49  Summary of Findings................................................................................ 49 Implications................................................................................................ 50 Conclusions............................................................................................... 52 Recommendations..................................................................................... 53 Limitations.................................................................................................. 54 Reflections.................................................................................................. 55 Bibliography................................................................................................................57 Transcripts...................................................................................................................63 Curriculum Vitae..........................................................................................................87 List of Tables Table 1: Participants’ Demographic Profile 40 Table 2:Participants’ Frequency of Usage 42 Table 3: Participants’ Focus of Attention 43 Table 4: Participants’ Trust Indicators 46  Chapter 1 Introduction Background of the Study Online marketplaces for leading clothing stores have evolved into a vital component of business operations in today's world of commerce. Customer reviews now have a greater impact thanks to these digital platforms, which makes them crucial pillars of modern marketing strategies. Customers heavily rely on these reviews to make informed purchasing decisions, and businesses use them to establish credibility and trust with their target market (Raitaluoto, 2023). However, there is a significant lack of understanding regarding the complex influences of various review formats, such as star ratings, image and video reviews content, and text-based reviews, on customer decision-making within online marketplaces. While existing literature acknowledges the broad influence of customer reviews on brand reputation, customer loyalty, sales conversion rates, and product development (Raitaluoto, 2023), it falls short of studying the distinct influence of these varied review types. This study aimed to address the significant knowledge gap in the area of online marketing for leading clothing stores. It highlighted the necessity of a thorough investigation into every aspect of customer review, focusing particular attention on the various effects of star ratings, image and video reviews content, and text-based criticisms. By doing so, this study aimed to equip businesses with the insights needed to optimize their review strategies effectively. Previous research conducted studies about influence, impact, value, and others; they focused generally on consumer reviews. The difference between these previous studies and this research is that the research specifies how various customer review types impact purchasing decisions in online marketplaces for clothing. Furthermore, this qualitative research endeavor aspired to determine the most effective review types, ultimately aiming to boost purchase decisions and enhance consumer trust. By doing so, it gave consumers the power to make better decisions and made a significant contribution to academic research on consumer behavior in the constantly evolving field of e-commerce. The study's findings influenced e-commerce businesses to market themselves in the future on a global scale, making it an important field of research for growing marketing enthusiasts. Statement of the Problem There is a need to thoroughly evaluate how various customer review types’ impact purchasing decisions in online marketplaces for leading clothing store. While the importance of reviews is acknowledged, less research has been done on the varied effects of star ratings, image and video reviews content, and text-based 2 criticisms. Businesses are unable to optimize their review strategies effectively due to this gap. This study aimed to determine the impact of customer reviews on the online marketplace for leading clothing store purchase decisions. Specifically, this study answered the following questions: 1. How do different types of online customer reviews (star-ratings, pictures and videos, and text-based content) influence the purchase decisions of products from leading clothing stores? 2. What factors contribute to the perceived credibility and trustworthiness of online reviews, and how do these perceptions impact buying behavior? 3. How does the presence of negative reviews affect consumer perceptions and purchasing decisions of clothing products? Synthesis of the Study This section examines the existing studies and literature within the context of customer reviews, such as references to consumer behavior, online marketing, and each of the three variables as a means of making a review. Each literature also encompasses their impact on customer buying behavior. 3 Customer Review Research on customer reviews has typically treated review content as in- depth text-based reviews (ITRs), overshadowing the emerging importance of OTRs (Xu et al., 2018). Existing studies predominantly focus on various aspects such as average ratings, upvotes, likes, and comments, which fail to harness the rich textual features encapsulated in OTRs. These textual elements, encompassing sentiment, semantics, and linguistic features, render OTRs highly informative and distinguishable from numeric summary reviews (Xu et al., 2018). The unique characteristics of OTRs necessitate an exploration of their perceived usefulness and their interactions with ITRs. Customer Satisfaction on Multiple Online Reviews Within the context of e-commerce, online consumer reviews serve as a vital indicator of customer satisfaction, influencing purchasing decisions and product sales. (Liu et al., 2021). This study contextualizes the significance of e-commerce and the escalating preference for online shopping platforms like Amazon, Taobao, and eBay. Within this framework, online consumer reviews (OCRs) emerge as pivotal expressions of customer satisfaction, impacting product sales and purchasing decisions. Consequently, researchers have applied natural language processing (NLP) techniques that are in-depth in human language and 4 computational linguistics to extract sentiments from text reviews, aiming to measure user satisfaction more effectively. On platforms like Amazon, customers provide star ratings and textual reviews, with efforts made to authenticate and categorize comments' validity. These reviews and ratings hold considerable weight in influencing consumer purchasing decisions, prompting manufacturers to leverage this data for market insights and product design. (Liu et al., 2021) Star Ratings as a Customer-Based Review Online reviews and purchasing are considered intricate on various platforms, which showcases complexities beyond mere customer feedback. While unethical marketing practices like review bombing or manipulating review scores have gained attention, star ratings have a persuasive influence on consumer behavior and business success. (Saxena & Banerji, 2023) Star ratings are of paramount importance to consumers’ purchase decisions, and as a result, it is imperative that businesses pay attention to them, stated Faster Capital (2023) in their article entitled "Star Rating: The Impact of Star Ratings on Consumer Decision Making." Businesses consistently rated at 4.5 out of 5 stars often outperform those consistently achieving flawless five-star status. This paradox triggers a closer examination of consumer decision-making processes, emphasizing analytical and 5 critical thinking aspects when assessing reviews and star ratings. It delves into the underlying study that initially illuminated this trend, aiming to unravel the nuances of how ratings influence consumers' purchase behaviors. While conventional wisdom might suggest that customers gravitate towards negative reviews and lower ratings for decision-making, the significance of the 4.5-star rating lies in its balance between positivity and critical discernment. (Team, 2019) Purchase Intention with the Influence of Star Ratings The abundance of consumer reviews serves as a crucial source of information for product evaluation. Yet, a segment of consumers may lack the inclination or expertise to thoroughly analyze these reviews. To simplify the evaluation process, star ratings and rating volumes emerge as accessible metrics aiding consumers, especially during the initial stages of purchase decision-making (Saxena & Banerji, 2023) Star ratings wield a substantial influence on consumers' perceptions of a product's brand image and subsequent intentions to make a purchase. Moreover, the role of volume emerged as a critical factor, notably affecting the relationship between star ratings and brand image perception. Moreover, the moderating influence of volume underscores the nuanced dynamics between these metrics, shedding light on their collective impact on consumer decision-making processes. 6 Star Ratings: Its Effect on Customer Psychology The article emphasizes the pivotal role of star ratings in influencing consumer behavior and subsequently impacting businesses' sales growth. It emphasizes that, despite their seemingly simple nature, star ratings wield significant power in shaping customers' perceptions and decisions. It is indicated that 97% of consumers engage with online reviews, particularly for local businesses, suggesting the profound impact of these reviews on consumer decision-making. Highlighting the importance of review sites, the article identifies the eight most trusted review platforms, indicating that an overwhelming majority of consumers turn to these sites as their primary sources of information. (Palko, 2018b) Consumers make instantaneous judgments based on star ratings. Interestingly, it conveys that lower star ratings don't always indicate inferior quality or a poor customer experience, attributing such ratings to various factors beyond product or service quality. Star Ratings with Product and Consumer Insight In the retail industry's competitive landscape, the significance of star ratings for suppliers cannot be overstated. These ratings serve as pivotal metrics that influence how retailers assess both vendor performance and product categories. Simultaneously, they significantly impact consumer purchasing behaviors. Major 7 retail players employ star ratings as part of risk-based evaluation programs, closely examining categories with lower ratings before engaging in partnerships with suppliers. (Improving Star Ratings with Product and Consumer Insight | UL Solutions, n.d.) In a landscape where each star rating holds immense value, suppliers stand to gain a competitive edge by integrating customer feedback early in the product development cycle. By leveraging consumer feedback during the evaluation phase, this center employs a proprietary star rating process, empowering suppliers with the confidence to thrive in the fiercely competitive retail arena. Star Ratings in Online Consumer Review The ever-evolving e-commerce landscape has sparked an essential focus on managing online consumer communications and reviews. This paradigm shift emphasizes the crucial role played by online reviews, particularly star ratings, in influencing consumer decisions within the dynamic retail environment. Consumers heavily rely on online reviews to assess product quality, service satisfaction, and the overall customer experience before making purchase decisions. Alongside traditional feedback forms, social media platforms and brand-specific blogs have emerged as integral tools for engaging consumers and shaping online brand perception. (Chiu et al., 2019; Arbelles et al., 2020) 8  Studies underscore that the characteristics and valence of online reviews, particularly star ratings, exert a profound influence on purchase decisions, product liking, sales volume, and post-purchase behavior. However, scant attention has been directed towards understanding the distribution characteristics of online reviews, a critical factor in effectively utilizing these reviews in decision-making processes. To address this gap, recent research has analyzed a significant volume of online reviews from major retailers, revealing insights into the distribution patterns of star ratings across various product categories. (Heng et al., 2018). Text-Based as a Customer-Based Review The widespread use of text-based reviews on diverse conditions, from products to services, typically accompanies an overall numeric rating that masks the nuanced details inherent in the textual content, aiming to identify synonymous aspect terms and overarching categories, enabling a more refined and organized review. (A Review of Text-Based Recommendation Systems, 2021) Ratings affect consumers and show that there is a link between text reviews and ratings. To effectively provide reviews, prediction models' implementation, which integrates score ratings and text reviews, will have a pivotal position within recommendation systems. To effectively suggest the product to potential users. (Almansour et al., 2022) 9 Text Analysis of Online Customer Reviews Online Consumer Reviews or OCRs have fostered a treasure trove of information for both consumers and businesses. While numeric rating scores offer a condensed evaluation of products or services, the relationship between these scores and the textual sentiments expressed in reviews remains a focal point. Text reviews and rating scores advocate for a paradigm shift in OCR solution models, emphasizing the integration of both textual sentiments and numeric ratings to enhance predictive accuracy and recommendation systems. Emanating from this research is the concept of text-rating review discrepancy (TRRD), which highlights the inconsistency between text sentiments and associated rating scores. Text reviews in discerning consumer preferences are underscored through exemplary studies leveraging sentiment analysis for product feature selection and preference modeling. Highlighting the diverse applications of OCR. (Almansour et al., 2022) Sentiment Analysis on Image and Video reviews The growing reliance on social media platforms for information exchange has significantly shaped people's decision-making behaviors. This surge has led to an overwhelming abundance of information on the web, necessitating technical methods to filter and extract pertinent knowledge. Sentiment analysis, a widely 10 employed technique, plays a pivotal role in computationally mining opinions from available content related to specific entities of interest. (Kumar & Garg, 2019) The importance of context-based sentiment analysis underlines the need for advancements in techniques to decipher informal language and nuances in online content. Expanding upon this research can potentially bridge the gap between current sentiment analysis capabilities and the complexities of informal language in online communication. Clothing Annotation: Combining Features from Social Media Social media applications such as Facebook, Instagram, and TikTok hold immense promise for recommender systems and e-commerce platforms. The task of clothing annotation involves recognizing garment items in query photos, which presents significant opportunities for capturing emerging fashion trends and enhancing recommender systems. However, it also poses complex challenges for computer vision and recognition algorithms, requiring differentiation between similar but distinct types of clothing and identifying patterns across various colors and shapes. Consumer behavior is inherently diverse, shaped by individual purchasing patterns and preferences, and influenced by psychological and social variables that impact the purchase decision-making process. By delving into the nuances of consumers' experiences, challenges, and perceptions, the study endeavors to 11 shed light on the multifaceted aspects that impact clothing purchases in the realm of social media marketing. (DrKCPrakash, 2023) Image and Video content on Perceived Information Credibility and Decision- Making The influence of celebrities, social media influencers, and personal contacts on millennial consumer behavior has been a subject of considerable interest in contemporary marketing research. Examining the influence of celebrities, influencers, and personal connections on the information-seeking behavior of millennials, this research aims to elucidate the factors contributing to the trustworthiness of such information. Instagram emerges as the primary platform utilized by millennials for accessing information related to apparel, while YouTube takes precedence in the domain of cosmetic and hair products. Despite the prominence of social media influencers and celebrities in product promotion, information from personal connections retains a significantly higher level of trustworthiness among millennials. (Cooley & Parks-Yancy, 2019) Marketers are urged to recognize that while leveraging celebrity endorsements and influencer partnerships can enhance product visibility, these strategies should be complemented by targeted marketing efforts aimed at cultivating and nurturing consumer trust. The study underscores the indispensable 12 role of personal connections in shaping millennial purchasing decisions, cautioning against an overreliance solely on celebrity endorsements or social media influencers. People spend most of their online time on social media, watching images and videos. According to data from GlobalWebIndex (as cited by Barysevich, 2020), 54% of social media users check images and videos of products, and 71% are more likely to purchase products based on what they have seen. Understanding Online Customer Reviews The significance of online customer reviews (OCR) has shaped consumer behavior to be of interest in research relations. In recent years, the significance of online customer reviews (OCR) in shaping consumers’ purchase behavior has garnered substantial attention from scholars and practitioners alike. The growing reliance on online reviews as sources of product information has been underscored in various studies (Fu et al., 2020). The absence of physical interaction with products during online purchases amplifies the significance of consumer reviews, acting as surrogate information channels (Schneider & Zielke, 2020). Despite the dominance of online platforms in consumer decision-making, the nuanced aspects of consumer behavior linked to online reviews remain underexplored (Changchit, Klaus, & Lonkani, 2022). Extant literature has 13 attempted to dissect various attributes of online reviews, ranging from credibility to language comprehension, yet lacks a comprehensive, standardized scale that encapsulates the multifaceted nature of OCR (Kim & Song, 2018). Image and Video reviews through Eye-Tracking Study as to Impacts on Purchasing Decision The surge in e-commerce, particularly accentuated during the COVID-19 era, has reshaped consumer behavior, emphasizing the growing reliance on online reviews in the decision-making process (Hasanat et al., 2020). With an increasing trend of consumers sharing shopping experiences and relying on peer-generated reviews, a substantial body of literature has delved into the effects of these reviews on purchasing intention. Eye movement experiments in consumer research and the psychological aspects influencing consumer perceptions of online reviews: using simulated online shopping scenarios and conducting eye-tracking experiments, this study collects eye movement indicators and behavioral data to scrutinize the impact of online reviews on consumer purchasing behavior. (Chen et al., 2022) The eye movement analysis also unveiled consumers' focal points on specific mobile phone attributes, revealing correlations between visual attention and purchase decisions. Consumers tend to abandon purchases when drawn to negative comments and proceed with buying when attentive to positive feedback. 14 Theoretical Framework The theoretical framework of this study delves into the pivotal role of online customer reviews in shaping consumer purchase decisions, examining the psychological mechanisms, social influences, and cognitive processes that underpin how reviews impact consumer behavior and shape buying preferences in the digital marketplace. Social Influence Theory According to Ramulu Bhukaya and Justin Paul (2023), social influence is widely documented in consumer research, especially in the context of consumer behavior, as one of the most critical factors that can change individuals' behavior significantly. By adopting this theory, the study aims to investigate the influence of customer reviews on clothing purchase decisions, specifically focusing on star ratings, image and video reviews, and text-based reviews. The Social Influence Theory highlights the significance of social factors in shaping consumer behavior and decision-making processes. It suggests that an individual's behavior can be influenced by the opinions, experiences, and recommendations of others. In the context of customer reviews, this theory posits that consumers are likely to be influenced by the reviews and ratings provided by their peers, leading to potential changes in their clothing purchase decisions. 15  Customer reviews serve as a form of social influence, as they represent the opinions and experiences of previous buyers. Potential consumers perceive these reviews as valuable sources of information that can help them make informed decisions about whether to purchase a product or not. By examining social influence, we can gain insights into how customer reviews sway consumer behavior and shape their purchase decisions. Informational Social Influence Theory According to Miharni Tjokrosaputro (2023), a social group can influence an individual through information that is trusted by someone and activates the related person’s emotional side. The perceived value of a certain product or service is believed to be important for companies because it can elicit interest and build consumer loyalty. The Informational Social Influence Theory is a relevant and valuable framework for studying the impact of customer reviews on consumer purchase decisions. This theory highlights the importance of seeking information from others to make informed choices, particularly when faced with uncertainty or limited knowledge about a product or service. In the context of consumer decision-making, individuals often turn to customer reviews as a source of valuable information. They rely on the experiences and opinions shared in these reviews to gain insights into the quality, 16 features, and performance of a product. By examining the Informational Social Influence Theory, we can understand how customer reviews serve as informational cues that influence consumer purchase decisions. By adopting the Informational Social Influence Theory, we can explore the mediating role of informational value in the relationship between customer reviews and consumer purchase decisions. We can investigate how the quantity, quality, and content of customer reviews affect consumers’ perceptions of the information provided and, in turn, influence their purchase decisions. Trust Theory The Trust Theory is a pertinent and insightful framework for studying the impact of customer reviews on consumer purchase decisions. Trust plays a crucial role in consumer behavior, as individuals are more likely to engage in transactions and make purchase decisions when they have confidence in the reliability, credibility, and authenticity of a product or brand. According to Yan You and Yanchuan Yu (2022), the results show that the common values of shopping platforms and online consumers have a significant positive impact on trust and commitment, among which the common value orientation of mutual trust and commitment compliance has the most significant impact, which reflects the core content of common values. Secondly, the confidentiality of buyer information, the common value of ethics, accurate 17 disclosure of information, and finally the attitude to solve problems: the establishment of online trust has a significant positive impact on commitment, and both online trust and commitment are positively related to purchase decisions. In the context of customer reviews, the Trust Theory allows us to explore how positive reviews contribute to building trust between consumers and brands. When potential buyers encounter customer reviews that reflect positive experiences and satisfaction, it fosters a sense of trust in the product or service being reviewed. Customer reviews act as social proof, signaling to consumers that others have had positive experiences and perceive the product or brand as trustworthy. This social proof helps potential buyers overcome uncertainties and concerns, leading to increased trust and confidence in their purchase decisions. By adopting the Trust Theory as the theoretical framework, we can examine how different factors influence the trust-building process through customer reviews. For example, research can focus on the credibility of the reviews themselves, including the reputation of the reviewer, the perceived authenticity of the review, and the reliability of the review platform. Signaling Theory According to Arthur Huang and Melisa Farboudi Jahromi in their study, The Role of Signaling Theory and Receiver Psychology in Marketing Signaling Theory 18 (2020), this provides a basis for describing and understanding behavior when entities involved in a market interaction have access to or possess different information. Signaling theory can be applied within customer decision-making as a star rating reviews play a significant role as a form of communication and influence in the consumer decision-making process. These reviews serve as signals through which users convey their experiences and opinions regarding products or services. The star rating itself acts as a signal, with higher ratings signaling positive experiences and quality, while lower ratings indicate negative experiences or lower quality. Potential consumers rely on these signals to quickly assess the reputation and value of a product or service. Understanding the role of signaling theory in star rating reviews provides valuable insights into how consumers interpret and respond to these signals, shaping their purchasing decisions and overall market dynamics. Uncertainty Reduction Theory The Uncertainty Reduction Theory is a communication theory that focuses on how people use communication to reduce uncertainty when they interact with each other. Originally brought to the public by Charles Berger and Richard Calabrese, the theory was originally developed to explain face-to-face interactions. It can also be applied to text-based reviews. 19  The Uncertainty Reduction Theory can be applied to text-based reviews by understanding how individuals seek information and reduce uncertainty. Text- based reviews serve as a source of information for individuals who are uncertain about a product or service. Users engage in information-seeking behaviors by reading multiple reviews, searching for specific details, and comparing opinions. Attribution Theory Attribution Theory, developed by psychologist Fritz Heider, focuses on how individuals explain the causes of behavior and events. When applied to image and video reviews, Attribution Theory can help understand how people attribute the information presented in reviews to certain factors. Attribution Theory, applied to image and video reviews, focuses on how individuals attribute information to internal and external factors. Viewers may attribute their opinions to the characteristics of the reviewer or the features of the product being reviewed. Factors such as consistency, distinctiveness, and source credibility play a role in attributions. Biases and heuristics also influence how viewers attribute information in reviews. Purpose Statement The purpose of this study is to explore and understand the role of online reviews in shaping consumer purchasing decisions within online clothing 20 marketplaces. Specifically, this research aims to investigate how consumers in Metro Manila perceive and engage with customer reviews when making decisions to purchase clothing products. Through qualitative methods, including semi- structured interviews and voice recordings, the study seeks to uncover the underlying factors that influence consumer behavior, as well as the meanings and emotions associated with online reviews. The findings aim to provide a deeper understanding of how different types of reviews—such as Star Ratings, Image and Video, and Text-Based Review—affect consumers' trust, confidence, and purchase intentions. Ultimately, this study will contribute to the growing body of knowledge on consumer decision-making in the digital marketplace, offering insights that can inform e-commerce strategies and online marketing practices. Scope and Delimitations This study explores the role of customer reviews in influencing purchasing decisions within online marketplaces for leading clothing stores. Specifically, it focuses on how consumers engage with clothing products in virtual spaces, particularly in relation to the reviews that influence their purchasing behavior. The research aims to uncover the nuanced perceptions and experiences of consumers as they navigate online platforms and make purchasing decisions based on the feedback of previous buyers. The study prioritizes understanding the dynamics 21 between consumer experiences, customer reviews, and their impact on decision- making in e-commerce. Methodologically, the research employs a qualitative approach, utilizing semi-structured interviews and voice recordings to gather in-depth insights from a purposively selected sample of active online marketplace users. This allows for a rich exploration of participants' perspectives on how different types of online reviews affect their purchasing decisions. The qualitative design emphasizes exploring the meanings participants attach to reviews and how they interpret their significance within the broader context of their shopping behaviors. Acknowledging the delimitations of the study is important to understand the context of its findings. While the research offers valuable qualitative insights into the role of online reviews, it does not attempt to establish causal relationships between individual variables, as this remains a complex issue that requires more extensive research. The study is not intended to produce generalizable conclusions but rather provides a detailed understanding of the specific experiences and perceptions of the sample participants. The small sample size (five participants) further limits the generalizability of the findings to a larger population, and the study's focus is restricted to consumers in Metro Manila, who represent a specific demographic within the e-commerce landscape for leading clothing stores. 22  Moreover, the study does not attempt to capture all the influencing factors that might shape online consumer behavior. The rapidly changing nature of online marketplaces and consumer preferences means that the findings are contextual and reflective of current trends rather than comprehensive, long-term patterns. Additionally, the study does not account for the full spectrum of online marketplaces, focusing specifically on those that sell clothing products, which may limit the applicability of the findings to other product categories. Despite these limitations, the study contributes meaningful insights into the dynamics of online clothing marketplaces, particularly the significant role that customer reviews play in shaping consumer decision-making. By focusing on the subjective experiences of participants, this research enriches the understanding of consumer behavior in the context of online shopping and provides a foundation for future studies to explore the broader implications of online reviews in e-commerce. Significance of the Study The findings of this study revealed what may benefit certain groups, and the benefits they may be able to gain are as follows: E-commerce businesses: By learning about the different types of reviews that work best to promote product sales, online merchants stand to gain. Their review 23 management strategies could be improved with the help of this information, which would boost sales and boost consumer confidence. Marketing Experts: By utilizing the kinds of reviews that have the greatest influence on consumers' purchasing decisions, marketers who are in charge of product promotion and reputation management can use the findings to create more successful marketing campaigns. Product Developers: Product development teams can focus their efforts on the kinds of reviews that appeal to customers, resulting in products that better match market preferences and expectations. Consumer Trust and Satisfaction: By having access to more trustworthy and persuasive reviews, consumers gain from the research because it enables them to make more informed purchase decisions. A higher level of trust in customer reviews may increase customers' satisfaction with their online shopping experiences. Future researchers: They can leverage this study's literature review, methodology, and data collection tools as references for e-commerce and consumer behavior research. They can adapt their statistical analysis techniques and research frameworks, while their recommendations offer insights into practical implications for online marketplace sales and customer reviews. 24 Definition of Terms To further elaborate the clear definitions of key terms such as star-rating, image and video reviews, and text-based reviews within the context of understanding the influence on customer reviews, the following are the primary definitions to elaborate each term's purpose for the study: Star-rating - It is a review platform wherein consumers will give a star to a specific product. Image and video reviews- Is a review platform wherein consumers post videos or images to help other consumers decide. (e.g: Unboxing, Blog, Vlog, etc) Text-Based Review - It is a review platform wherein the consumer is allowed to give a review of a certain product by chatting down. (e.g: Comments, Written Feedback, etc) Clothing - Refers to things we wear for protection, style, or cultural reasons. This includes shirts, pants, dresses, and accessories like hats and shoes, etc. Clothes serve to keep us comfortable, express who we are, and follow social or cultural norms. Leading Clothing Stores - Refers to well-established, popular clothing brands or retailers (e.g., Zara, Uniqlo, H&M) known for their extensive online presence and influence in the fashion industry. E-Commerce - The buying and selling of goods or services over the internet, including platforms where leading clothing stores operate. 25 Consumer Behavior - The study of how individuals or groups make purchasing decisions and use products, including factors such as preferences, habits, and influences like online reviews. Summary In closing, customer reviews are one of the most influential factors before and after customers make a purchase. Customer reviews now have a greater impact thanks to these digital platforms, which makes them crucial pillars of modern marketing strategies. Customers heavily rely on these reviews to make informed purchasing decisions, and businesses use them to establish credibility and trust with their target market (Raitaluoto, 2023). The purpose of this study was to highlight how customer reviews affect the performance of products or services in terms of customer purchase decisions on the online marketplace for clothing. Through the exploration of the relationship between consumers, feedback expressed through reviews and the performance of products or services available for purchase on online marketplaces. This study benefited all e-commerce businesses, marketers, product developers, and consumers. 26  Chapter 2 Methodology This chapter dealt with the procedures and techniques used by the researcher in completing the study. It included research design, population, sampling, sources of data, and data analysis. Research Design The present study adopted a qualitative research method to investigate the role of online reviews in influencing purchasing decisions within online marketplaces. A descriptive qualitative approach was employed, focusing on the interpretation of participants' experiences and perspectives. Data were collected through interviews and voice recordings, allowing for a detailed exploration of participants' thoughts, emotions, and behaviors related to online reviews. Qualitative descriptive research prioritizes understanding the lived experiences of individuals and how they perceive their interactions with online reviews. This approach enabled the researchers to uncover recurring themes, patterns, and insights about how various types of online reviews impact consumer decision-making. By focusing on the richness and depth of participant responses, 27 this study aimed to provide a comprehensive understanding of the phenomenon in its natural context. (Market Research Company, 2024) Research Setting The research was conducted in Metro Manila, a region recognized as a hub for e-commerce activities, particularly in leading clothing stores in the Philippines, where 38% of all online transactions are reported to occur (Chan, 2023). This location was chosen due to its high concentration of active online marketplace users, making it an ideal setting for exploring the role of online reviews in influencing purchase decisions. Data collection primarily focused on individuals engaging in the online marketplace within this region to ensure the relevance and applicability of the study findings. Sampling Procedure The researchers employed a purposive sampling technique to select participants who frequently shop at or engage with leading clothing stores through online marketplaces in Metro Manila. These individuals were chosen based on their experience with reading and responding to online reviews, as they could provide valuable insights into the study's objectives. Data were collected through in-person interviews and voice recordings, allowing participants to share detailed accounts of their online shopping behaviors and perceptions. This approach 28 ensured the inclusion of individuals whose experiences were directly relevant to the research problem. Source of Data The primary source of data for this qualitative study was the experiences, perceptions, and insights of participants, collected through semi-structured interviews and voice recordings. These data were derived from active users of online clothing marketplaces in Metro Manila who have experience with reading and responding to online reviews. By engaging participants in in-depth, open- ended interviews, the study aimed to capture the rich, detailed narratives of how consumer reviews influence their purchasing decisions. The semi-structured format allowed for flexibility in probing deeper into the participants' responses, ensuring that their unique perspectives and experiences were thoroughly explored. Additionally, the voice recordings served as a reliable and accurate method of documenting participant insights, which were later transcribed for analysis. This approach ensured that the researchers could capture the nuances of participants' responses, including non-verbal cues and tones, contributing to a deeper understanding of the context behind their views on online reviews and shopping behaviors. 29 Data Collection Procedure Data were collected through a combination of in-person interviews and voice-recorded sessions with participants who were active users of online marketplaces in Metro Manila. The researchers contacted potential participants based on specific criteria, including their familiarity with online reviews and frequent shopping at leading clothing stores. Once participants agreed to participate, interview schedules were arranged at their convenience. Interviews were conducted in a conversational format, focusing on their shopping experiences and perceptions of online reviews related to leading clothing stores. Voice recordings ensured accurate documentation of participant insights for later transcription and analysis. Data Collection Method The study utilized semi-structured interviews as the primary method of data collection. This method allowed the researchers to ask open-ended questions while providing flexibility to probe deeper into participants’ responses. The interviews were designed to explore the participants’ perceptions, experiences, and attitudes toward online reviews, with a focus on their influence on purchasing decisions. This approach enabled the researchers to gather comprehensive and nuanced data that aligned with the study's objectives. Data Analysis 30  Data analysis was conducted using thematic analysis, a systematic approach to identifying, organizing, and interpreting patterns within qualitative data. The recorded interviews were transcribed verbatim and reviewed thoroughly to ensure accuracy. The researchers coded the data, identifying recurring themes and subthemes that emerged from the participants’ responses. These themes were then analyzed to understand the broader implications and insights regarding the influence of online reviews on purchasing behavior. Triangulation of data sources was also employed to enhance the robustness of the findings. Trustworthiness To ensure the trustworthiness of the study, the researchers adhered to the criteria of credibility, transferability, dependability, and confirmability. Credibility was achieved by maintaining prolonged engagement with the data and using member checking, where participants reviewed their responses for accuracy. Transferability was supported by providing a detailed description of the research context and participants to allow readers to determine applicability to other settings. Dependability was ensured through careful documentation of the research process, while confirmability was strengthened by maintaining an audit trail of decisions made during the study. Reflexivity 31  The researchers practiced reflexivity by continually reflecting on their biases, assumptions, and potential influences on the research process. A reflexive journal was maintained to document personal thoughts, decisions, and observations throughout the study. This practice ensured that the researchers remained aware of their subjectivity and minimized its impact on the data collection and analysis processes. Ethical Considerations The study adhered to strict ethical guidelines to protect the rights and welfare of the participants. Informed consent was obtained before data collection, ensuring that participants were fully aware of the study’s purpose, procedures, and potential risks. Confidentiality and anonymity were upheld by assigning pseudonyms to participants and securely storing the data. Participants were informed of their right to withdraw from the study at any point without any repercussions. Additionally, the research received approval from an ethics review board to ensure compliance with ethical standards. Summary The study followed a qualitative approach, employing a descriptive research design to explore the role of online reviews in purchasing decisions. Data were collected from purposively selected participants through in-person interviews and voice recordings. Thematic analysis was used to identify patterns and themes in 32 participants’ responses, ensuring an in-depth understanding of the phenomenon. Trustworthiness, reflexivity, and adherence to ethical standards were prioritized to enhance the study's credibility and reliability. This methodology provides a comprehensive framework for understanding how online reviews influence consumer behavior in online marketplaces. 33  Chapter 3 Results and Discussion Operational Data Collection Data collection was conducted through semi-structured interviews with five purposively selected participants from Metro Manila. These participants were active users of online clothing marketplaces and were selected based on their engagement with online reviews. Each interview lasted 10–15 minutes and was recorded with the participants' consent to ensure accurate documentation. The interviews were conducted in person and through voice recordings, providing an in-depth understanding of participants' experiences and perceptions regarding online reviews. Operational Data Analysis Thematic analysis was used to process the qualitative data collected from the interviews. The recorded interviews were transcribed verbatim and thoroughly reviewed to ensure accuracy. Initial coding identified recurring ideas and patterns, which were then grouped into themes and subthemes. Key themes included the perceived credibility of reviews, the role of multimedia content (e.g., images and videos), and the impact of positive and negative reviews on purchasing decisions. Triangulation of responses was employed to validate the themes, ensuring the reliability of findings. 34 Evidence of Trustworthiness The study followed rigorous qualitative research standards to ensure trustworthiness. Credibility: Member checking was used, allowing participants to review their transcribed responses to confirm accuracy. Transferability: A detailed description of the research setting, participant demographics, and context was provided to allow future researchers to assess the applicability of findings. Dependability: An audit trail documenting the research process was maintained. Confirmability: The researchers practiced reflexivity, maintaining a journal to document biases and decisions throughout the study. Participants’ Demographic Profile This section presents the demographic profile of the five participants involved in the study. Each participant was selected based on their experience with online clothing shopping and engagement with online reviews. The profile includes key details such as their alias, age, gender, location, online shopping experience, frequency of online shopping, and how they engage with customer reviews. By 35 examining these factors, we can better understand the diversity of experiences and preferences within the sample, which are critical in assessing the influence of online reviews on consumer decision-making. Below is a summary of the participants' demographic information. Partic Alia Age Gende L Online Shoppin Engag Freque ipant s r ocation Shoppin g ement ncy of g Preferen with Online Experien ces Online Shoppi ce Review ng s Partici Mary 24 Femal Makati Purchase Frequentl Actively Weekly pant 1 e s clothing y buys checks weekly from reviews Uniqlo before purcha sing Partici Pete 22 Male Pasig Strong Regularly Provide 3 times pant 2 r familiarity shopped s a month with at Zara reviews online and , uses clothing Uniqlo star apps ratings, photos, and text Partici Eve 45 Femal Pasig Shops Shopped Combin Monthly pant 3 e clothing periodicall es star online y at H&M ratings monthly and with Uniqlo multime dia reviews Partici Sara 30 Femal Quezon Shops Regularly Relies Twice a pant 4 h e City online for buys at heavily month clothing Shein and on for Frequentl photos/ 36  personal y videos and shopped to business at Uniqlo assess product s Partici Ada 28 Male Mandalu Regular Regularly Prefers Monthly pant 5 m yong purchase buys from detailed s for work H&M and text- attire Uniqlo based reviews for reliabilit y Table 1:Participants’ Demographic Profile Discussions and Presentation This section presents the findings from interviews conducted with five purposively selected participants, exploring their perceptions and experiences with online customer reviews. The discussion is organized into three sections: the influence of different types of reviews, factors contributing to credibility and trustworthiness, and the impact of negative reviews on purchasing decisions. Tables summarize key findings, while the discussion provides detailed explanations of the themes and insights drawn from the data. 1. Influence of Different Types of Online Customer Reviews Online customer reviews are integral to modern e-commerce, especially in the online clothing industry, where customers rely on reviews to mitigate the risks 37 of purchasing unseen products. This section examines how participants interact with reviews, what they prioritize, and how reviews influence their decisions. 1. Frequency of Usage Participants consistently emphasized the importance of online reviews as a decision-making tool in the online shopping experience for leading clothing stores. Mary (Participant 1) highlighted that reviews were essential to avoid scams, given the prevalence of deceptive product descriptions in online shopping. Similarly, Peter (Participant 2) used reviews as a way to evaluate whether products met his standards, while Eve (Participant 3) described reviews as her 'starting point' for assessing a product's quality. For Sarah (Participant 4) , reviews were especially critical for making bulk purchases for resale purposes. Adam (Participant 5) relied on reviews to reduce uncertainty about product durability and fit. Participant Frequency of Checking Reason Reviews Mary (Participant 1) Always Avoid scams and verify product authenticity Peter (Participant 2) Very frequently Evaluate whether the product meets standards 38  Eve (Participant 3) Very often First step in evaluating products Sarah (Participant 4) Extensively Assess product quality Adam (Participant 5) Regularly Reduce uncertainty before purchase Table 2:Participants’ Frequency of Usage The frequent reliance on reviews underscores their centrality in e- commerce, particularly for products like clothing, where tactile assessment is not possible. The need to ensure authenticity, quality, and alignment with personal preferences drives the consistent use of reviews across participants. 2. Focus of Attention Participants prioritized different aspects of reviews based on their individual preferences and shopping goals. Mary (Participant 1), Eve (Participant 3), and Sarah (Participant 4) relied heavily on photos and videos to visualize the product, particularly when shopping from leading clothing stores where accurate representation of premium-quality items was expected. For them, visual content was critical in assessing features like color, fit, and texture, which are often misrepresented in seller-provided images. 39  Participant Most Important Review Reason Aspect Mary (Participant 1) Photos/videos Realistic preview of product from leading clothing stores Peter (Participant 2) Star ratings and Balanced insight into photos/videos quality and appearance Eve (Participant 3) Photos/videos Confirm authenticity of products Sarah (Participant 4) Photos/videos Identify potential flaws Participant 5 Text-based reviews Detailed and narrative insights Table 3:Participants’ Focus of Attention Visual content resonates as a trusted source of product information, helping participants bridge the gap between expectation and reality. However, the importance of text-based reviews for depth and detail highlights the multidimensionality of review consumption. 3. Memorable Review Influence 40 Reviews profoundly influenced purchase decisions, with participants recounting notable experiences. Mary (Participant 1) avoided purchasing a dress after reading comments about its thin fabric, while Peter (Participant 2) decided to buy a meme T-shirt based on positive reviews praising its quality and print durability. Sarah (Participant 4) made a significant bulk purchase after seeing videos of satisfied customers, trusting their genuine reactions. These experiences underline the emotional and cognitive impact of reviews, demonstrating how narratives and visuals influence consumer trust and satisfaction. 4. Reliability of Reviews Participants identified detailed, specific reviews as the most reliable. Mary (Participant 1) distrusted vague star ratings, while Eve (Participant 3) considered multimedia reviews more reliable than plain text. Adam (Participant 5) valued reviews containing personal stories or comparisons, which added authenticity. Reliability stems from the depth and substance of reviews, suggesting that consumers prioritize feedback that reflects genuine usage and detailed experiences. 5. Conflicting Review Dynamics 41 Participants responded differently to contradictory reviews, such as high ratings with negative comments. Mary (Participant 1) and Adam (Participant 5) assessed relevance to their needs, while Eve (Participant 3) focused on understanding whether the issues were related to the product or external factors like seller performance. Contradictory reviews introduce complexity into decision-making, requiring consumers to weigh the context and relevance of feedback. Participants consistently relied on reviews for guidance, with multimedia and detailed narratives playing pivotal roles. The perceived reliability of reviews was tied to their depth and relevance, emphasizing the importance of transparency and context in shaping trust. 2. Factors Contributing to Credibility and Trustworthiness of Online Reviews Credibility is fundamental to the influence of online reviews. This section explores the elements that participants identified as contributing to trustworthy reviews, including review detail, multimedia content, and reviewer identity. 1. Trust Indicators 42 Detailed and multimedia reviews emerged as primary trust indicators. Recent and specific feedback, often containing personal stories or pros and cons, was consistently highlighted as trustworthy by participants. Indicator Frequency of Mention Examples from Participants Detailed reviews 5/5 Recent, specific feedback (e.g., personal stories, pros/cons) Multimedia (photos) 4/5 Realistic previews of products Recent reviews 3/5 Reflect updates on product quality Table 4:Participants’ Trust Indicators Detailed and multimedia reviews emerged as primary trust indicators, highlighting the need for transparency and specificity to establish credibility. 2. Reviewer Identity 43 While some participants distrusted influencers (Mary (Participant 1)), others focused on authenticity (Eve (Participant 3) , Sarah (Participant 4)), avoiding anonymous or unverifiable reviewers. Reviewer identity is a nuanced factor, with authenticity often prioritized over popularity or visibility. 3. Doubt in Credibility Suspiciously positive or vague reviews raised doubts across participants, emphasizing the importance of honest, detailed feedback. Doubt undermines trust, underscoring the need for platforms to ensure transparency and discourage fabricated reviews. Credibility is closely tied to the depth, transparency, and authenticity of reviews, with multimedia content serving as a critical factor in building consumer trust. 3. Impact of Negative Reviews on Consumer Perceptions and Purchasing Decisions Negative reviews have a profound effect on consumer perceptions. This section examines how participants balanced negative feedback with positive reviews and the role of brand responses in mitigating concerns. 44  1. Negative Review Impact Negative reviews significantly influenced decisions, particularly those addressing product quality or service reliability. Negative reviews provide cautionary insights but are often weighed against other factors, including overall review trends and product relevance. 2. Brand Responses Professional responses to negative reviews enhanced trust among participants, showcasing accountability and customer focus. Constructive engagement with negative feedback helps brands rebuild trust and improve perceptions. Negative reviews influence perceptions but do not necessarily deter purchases if outweighed by positive feedback or mitigated by constructive brand responses. Research Question The study aimed to address the following research questions based on the interview guide: Section 1: Influence of Different Types of Online Customer Reviews 45  1. How often do consumers look at online reviews before purchasing clothing products? 2. When viewing online reviews, which aspects (star ratings, photos/videos, or text-based comments) do consumers prioritize, and why? 3. How do specific types of reviews (e.g., star rating, picture/video, or text) influence consumers' decisions to buy or not buy a clothing product? 4. Which types of online reviews are perceived as more reliable by consumers, and why? 5. How do consumers respond to reviews with contradictory elements, such as high ratings with negative comments or low ratings with positive comments? Section 2: Factors Contributing to Credibility and Trustworthiness of Online Reviews 1. What elements make an online review appear trustworthy or credible to consumers (e.g., reviewer profile, review detail, length, recency)? 2. How important is the identity or profile of the reviewer in determining the credibility of the review? 3. Under what circumstances do consumers doubt the credibility of a review? 4. How do detailed reviews (e.g., personal stories, pros and cons) impact consumers' perceptions of credibility? 46  5. Do consumers find reviews with images or videos more trustworthy, and why? Section 3: Impact of Negative Reviews on Consumer Perceptions and Purchasing Decisions 1. How do negative reviews affect consumers’ perceptions of clothing products, even if they have overall positive reviews? 2. Have consumers ever decided against purchasing a product based solely on negative reviews, and what experiences influenced these decisions? 3. Which types of negative reviews (e.g., concerning poor quality or customer service issues) have the greatest impact on purchasing decisions? 4. How do consumers weigh both positive and negative reviews in their decision-making processes? 5. How does a brand’s response to negative reviews influence consumers’ perceptions of the product and the brand? Summary This chapter underscores the multidimensional role of online reviews in influencing consumer behavior. The findings reveal that while multimedia reviews dominate in visualizing product expectations, detailed text-based reviews enhance credibility and trust. Negative reviews, although impactful, do not always deter 47 purchases when managed effectively by brands. These insights highlight the complex interplay between review formats, credibility factors, and consumer perceptions in the e-commerce landscape. 48  Chapter 4 Summary of Findings, Conclusion, and Recommendations Summary of Findings This research study explored the nuanced impacts of various types of online reviews—star ratings, image and video content, and text-based reviews— on consumer purchasing decisions within the clothing sector. Data gathered from interviews with five purposively selected participants revealed the following key findings: 1. Review Types and Influence: Image and video reviews were the most influential, allowing consumers to assess the product’s quality, color, fit, and texture realistically. These review types effectively bridged the gap between seller-provided images and actual product expectations. Star ratings, though quick and straightforward, lacked depth and failed to provide specific insights. Detailed text-based reviews, while less impactful for visualization, contributed significantly to credibility by offering context and personal anecdotes. 2. Trust and Credibility: Participants associated trust with the detail, transparency, and authenticity of reviews. Multimedia content and recent reviews were highly 49  regarded for their ability to depict real-time experiences and prevent uncertainty. Conversely, vague and overly positive reviews raised doubts about authenticity. 3. Negative Reviews: Negative reviews influenced consumer perceptions, particularly regarding product quality. However, these did not necessarily deter purchases if offset by a significant volume of positive reviews or addressed through constructive brand responses. 4. Consumer Decision-Making: Participants demonstrated a critical approach to reviews, prioritizing objectivity and relevance. They weighed contradictory feedback carefully, assessing the severity of issues and their alignment with personal needs. Implications This study has several implications for stakeholders in the e-commerce ecosystem: 1. For Marketers and E-Commerce Businesses: Emphasizing image and video reviews can enhance consumer engagement and confidence. Platforms should prioritize multimedia review functionality and encourage user-generated content to showcase authenticity. 50  Providing detailed, context-rich reviews can help brands establish trust and credibility among consumers, leading to increased sales and loyalty. 2. For Review Platforms: Implementing tools that facilitate easy submission of high-quality multimedia reviews can improve consumer trust in the platform. Algorithms that prioritize and display balanced, detailed reviews over vague or biased ones can enhance credibility. 3. For Businesses: Establishing guidelines for managing negative reviews and crafting transparent, empathetic brand responses can mitigate damage to brand reputation and foster consumer trust. 4. For Researchers: This study highlights the need to explore other industries and demographics to better understand the diversity of online review impacts. 51 Conclusions The study concludes that online reviews are pivotal in influencing consumer behavior, particularly in industries like clothing, where physical inspection is impossible. 1. Image and Video Reviews: These are the most impactful due to their ability to provide visual confirmation of product attributes, thereby reducing perceived risk. 2. Star Ratings: While they serve as quick indicators of product popularity or quality, their effectiveness is limited without accompanying narratives or visuals. 3. Text-Based Reviews: Detailed narratives enhance credibility by offering insights into personal experiences and providing balanced evaluations. 4. Negative Reviews and Brand Responses: The presence of negative reviews does not deter consumers outright, provided there are sufficient positive reviews or the brand demonstrates accountability through constructive responses. Ultimately, online reviews serve as both a source of information and a tool for trust-building, influencing not just purchasing decisions but also brand perceptions for leading clothing stores. 52 Recommendations The findings of this study underscore the pivotal role that online reviews play in shaping consumer purchasing decisions, particularly within the e- commerce clothing sector. Based on the insights derived from participant experiences and observed trends, this section outlines actionable recommendations aimed at enhancing the effectiveness and reliability of review systems for businesses, platforms, and consumers alike. These recommendations are intended to foster trust, optimize consumer engagement, and drive informed decision-making in the digital marketplace. 1. Optimize Review Strategies: E-commerce platforms associated with leading clothing stores should develop systems that prioritize user-friendly submission of high-quality multimedia reviews. Encourage detailed reviews that include both pros and cons to provide balanced feedback for consumers. 2. Enhance Consumer Education: Conduct awareness campaigns on the value of writing authentic, detailed reviews to create a more reliable online shopping ecosystem. 53  3. Standardize Brand Responses: Brands should train customer service teams to handle negative feedback professionally, offering solutions while maintaining transparency. 4. Leverage Data Analytics: Use AI to identify patterns in consumer review behavior, enabling businesses to tailor marketing strategies based on customer preferences. By implementing these recommendations, businesses, e-commerce platforms, and consumers can contribute to a more transparent, trustworthy, and efficient online shopping environment. Encouraging the submission of detailed, balanced reviews, enhancing the accessibility of multimedia content, and fostering meaningful brand-consumer interactions are essential steps in meeting the evolving needs of modern consumers. Ultimately, these strategies not only improve the shopping experience but also build stronger, more credible relationships between brands and their customers. Limitations This study has several limitations that may affect the generalizability and scope of its findings: 54  Sample Size: The study involved only five participants from Metro Manila, which limits the ability to generalize findings to larger populations or other regions. Industry Focus: The research was restricted to the clothing sector, and results may not be applicable to other product categories or industries. Temporal Context: The rapidly evolving nature of e-commerce and consumer behavior may render some findings less relevant over time. Qualitative Approach: While the qualitative design provided rich insights, it lacks the statistical rigor of quantitative research, which could validate findings across larger samples. Refelections This research journey illuminated the intricate relationship between consumer trust and online review formats. The process of engaging with participants underscored the importance of multimedia content in mitigating uncertainty in e-commerce transactions. Conducting this study highlighted the 55 evolving role of reviews not just as feedback mechanisms but as decision-making tools that shape consumer confidence and loyalty. Through the findings, the researchers realized the power of transparency and authenticity in building trust, both for consumers and brands. The insights gained have also emphasized the potential of leveraging user- generated content to strengthen marketing strategies. Future researchers can build on this study to explore the dynamics of online reviews in other industries and regions, ultimately contributing to a more robust understanding of consumer behavior in the digital age. 56  Bibliography A review of Text-Based Recommendation Systems. (2021). IEEE Journals & Magazine | IEEE Xplore. https://ieeexplore.ieee.org/document/9354169 Alena, V. N., & Hasanah, Y. N. (2023). 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Focus of Attention When viewing online I usually focus on star reviews, do you pay more ratings and image or video attention to star ratings, descriptions since they photos/videos, or text-based provide details on how the comments? Why? product is presented to customers. However, I also occasionally read text-based comments to see customer opinions, complaints, or approvals. Memorable Review Can you describe a time One instance was when I Influence when a specific type of came across meme T-shirts review (e.g., star rating, with the logo and title "Life is picture/video, or text) Roblox." Social media influenced your decision to influences made me curious, buy or not buy a clothing and the positive reviews, product? particularly about the quality of the shirt, convinced me to 63  purchase it without hesitation. Reliability of Reviews Do you think some types of Yes, I believe some reviews reviews are more reliable are more reliable, like live- than others when it comes to selling or live-advertising on clothing? Which ones, and platforms such as Facebook. why? These provide real-time demonstrations and detailed product information. Conflicting Review How do you feel when a It depends on how the Dynamics review includes both a high reviewer presents their rating and a negative opinion. Such contradictions comment, or a low rating can make me less interested with a positive comment? in the product but also Does this affect your curious enough to explore decision to purchase the their reasoning. product? Question Details Trust Indicators What elements make an The details provided in the online review seem review are crucial—how the trustworthy or credible to reviewer explains the you? (e.g., reviewer profile, product’s aspects and offers review detail, length, insights into why it’s worth recency) buying or not. 64 Reviewer Identity How important is the The reviewer’s identity is identity or profile of the very important. If someone reviewer in determining the lacks knowledge or the credibility of the review? product isn’t relevant to their demographic, it can be challenging to trust their feedback. Doubt in Credibility Have you ever doubted the Yes, I’ve doubted reviews credibility of a review? If that appeared suspicious— yes, what factors made you like those written by fake question it? accounts or people who seemed untrustworthy. Detail and Depth How does the presence of Detailed reviews, especially detailed reviews (including those including personal personal stories, pros and stories, pros and cons, and cons, etc.) affect your specifics, significantly perception of the review’s increase my trust in their credibility? credibility. Images and Videos Do you find reviews with Yes, I do. As I mentioned images or videos more earlier, images and videos trustworthy? Why or why are compelling in today’s not? digital age. They grab attention and provide a real- time demonstration of the product. Question Details Negative Review Impact How do negative reviews Negative reviews remind impact your perception of a me that nothing is perfect. I keep them in mind but still