The Impact of Online Reviews and Electronic Word-of-Mouth (e-WOM) on Consumer Trust in Digital Commerce: An Empirical Analysis (2018–2024)

Abstract

The rapid growth of digital commerce has transformed consumer purchasing behaviour, making online reviews and electronic word-of-mouth (e-WOM) essential sources of information during purchasing decisions. Consumer trust has consequently become one of the most critical determinants of successful online transactions. This study investigates the impact of online reviews and electronic word-of-mouth on consumer trust using longitudinal secondary data covering the period from 2018 to 2024. A quantitative research design was employed, utilizing descriptive statistics, correlation analysis, simple linear regression, and analysis of variance (ANOVA) to evaluate the relationship between online review usage and consumer trust. The empirical findings reveal a statistically significant positive relationship between online review usage and consumer trust, indicating that consumers who increasingly rely on online reviews tend to exhibit greater confidence in digital transactions. The regression model confirms that online review usage explains a substantial proportion of the variation in consumer trust during the study period. The findings highlight the strategic importance of effective online review management and transparent electronic word-of-mouth practices in strengthening customer confidence and supporting sustainable business performance in digital marketplaces. This study contributes to the growing literature on consumer behaviour and digital marketing by providing updated longitudinal evidence on the role of online reviews in building consumer trust.