Authors : Paul Jake C. Dulnuan; Jai Cloyd S. Dimzon; Herald Paul D. Agura; Craig P. Durias; Jose S. Sabaulan

Volume/Issue : Volume 11 - 2026, Issue 5 - May

Google Scholar : https://tinyurl.com/y4bd44k7

Scribd : https://tinyurl.com/mhnhjvfu

DOI : https://doi.org/10.38124/ijisrt/26May1184

Note : A published paper may take 4-5 working days from the publication date to appear in PlumX Metrics, Semantic Scholar, and ResearchGate.

Abstract : This study examined the influence of online product reviews on the purchase intention and purchase decisions of college students in a private university in Santiago City during Academic Year 2025–2026. As e-commerce continues to grow, online reviews have become a significant form of electronic word-of-mouth that shapes consumer behavior, particularly among digitally active students. The study employed a quantitative research design using a validated and adapted questionnaire, with data gathered from 261 BSBA students selected through stratified random sampling. Statistical tools such as frequency, mean, standard deviation, and the Kruskal-Wallis H Test were used for data analysis. Findings reveal that respondents strongly rely on both literary and figurative product reviews, as these enhance trust, reduce uncertainty, and improve confidence in online purchasing decisions. Search behavior, product experience, online customer reviews, and perceived product quality were identified as key determinants of purchase decisions. Results further show that demographic profiles such as age, sex, and degree program do not significantly influence purchase intention and purchase decisions, indicating homogeneous consumer behavior among respondents. The study concludes that online product reviews play a critical role in shaping informed purchasing behavior among college students. It recommends strengthening digital literacy, financial education, and critical evaluation skills to promote responsible online consumption and improve students’ decision-making in e-commerce environments.

Keywords : Online Product Reviews, Purchase Intention, Purchase Decision, E-Commerce, Consumer Behavior.

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