The Interdependence of Online Customer Reviews and Customer Perception of Product Reliability

Abstract

The purpose of this study is to analyze the interdependence of online customer reviews and customer perception of product reliability, aiming to provide valuable insights into how specific review factors influence consumer trust in digital marketplaces. By examining this relationship, the research seeks to help businesses and platforms like Shopee optimize review systems to enhance customer confidence and decision-making. This research employed quantitative, descriptive, and correlational research design. Data were gathered from 138 online customers in Poblacion Impasugong, Bukidnon, who had purchased products via the Shopee app. Participants completed validated questionnaires assessing key review attributes: accuracy, completeness, timeliness, quantity, consistency, and credibility. The data were analyzed using descriptive statistics to summarize review levels and Spearman's rho correlation to evaluate the relationships between these attributes and perceptions of product reliability. Findings revealed a very high level of online customer reviews across all measured factors, indicating strong overall quality. There were significant positive correlations between review attributes and customer perception of product reliability, underscoring the important role of timely and credible reviews in fostering consumer trust. These results align with prior studies and offer practical insights for online customers navigating digital marketplaces, potentially guiding e-commerce strategies to build reliability and satisfaction. Future research could explore longitudinal effects or cross-platform comparisons to further validate these findings