INFLUENCE OF CUSTOMER REVIEWS AND RATINGS ON BUYING DECISION AMONG CHRISLAND UNIVERSITY STUDENTS

Abstract Customer reviews are avenues for reacting or responding to products’ specification and measuring or rating satisfaction. Hypothetically, the reviews to products and services can affect customers’ choices and decision to buy product. The benefits of customers’ rating, especially in academic environment by students, is fast attracting the interest of scholars from different fields. This study examined the influence of customer reviews and ratings on purchasing decisions of Chrisland University students, with a view to investigating its impact on growing e-commerce activities among youths. Descriptive design was adopted. Social Influence by Albert Kilman and Uses and Gratifications Katz, Blumler and Gurevitch served as the framework. Data were collected using surveys; 333 students of Chrisland University, Abeokuta were purposively selected. Data were analysed descriptively with the aid of Statistical Package for Social Sciences (SPSS) and qualitatively using thematic review Students actively verified the authenticity of reviews by cross-checking multiple platforms and relying on peer recommendations. Customer reviews function as both information sources and social proof mechanisms, reinforcing trust while also shaping consumer caution. These findings underscore that there is need to enhance e-commerce platforms, implement stronger review verification systems and develop student-focused features to enhance credibility, support informed purchasing, and improve user experience in Nigeria’s digital marketplace. Keywords: Customer reviews, Products ratings, Purchasing decisions, E-commerce, Social influence, Word Count:205