Online Customer Reviews and Consumer Purchase Decisions in Abuja’s E-Commerce Industry

Abstract

Digital retailing has changed how buyers identify products, compare alternatives and decide whether to transact. Customer reviews constitute one form of electronic word of mouth through which earlier purchasers share evaluations that prospective buyers may consider. This article examines the relationship between online reviews and consumer purchase decisions in Abuja's e-commerce industry, distinguishing four characteristics of feedback: informational quality, evaluative tone, numerical ratings and perceived credibility. It outlines a quantitative cross-sectional survey of Abuja residents who purchased online within the preceding six months. Cochran's calculation yields an initial sample requirement of 385, with 400 usable questionnaires specified as the operational target. A structured instrument and partial least squares structural equation modelling using SmartPLS 4 are proposed for analysing the relationships. The manuscript includes illustrative, not independently verified, statistical outputs: the hypothesis-testing table reports positive coefficients for review quality (β = 0.297), credibility (β = 0.255), valence (β = 0.228) and ratings (β = 0.176), with reported p values below 0.001. An illustrative R² of 0.685 is also supplied. However, another path-results table contains different estimates, so these figures cannot be interpreted as confirmed survey findings without access to the underlying responses and original software output. Taken as an analytical framework rather than verified empirical evidence, the study identifies the need to distinguish the information contained in reviews from their tone, scoring system and authenticity. It proposes that platforms facilitate specific customer feedback, present favourable and critical evaluations without selective suppression, explain rating procedures and develop safeguards against fabricated reviews. Reliable analysis of actual respondent data is required before drawing conclusions about the strength of these associations among Abuja consumers.