DOI: https://doi.org/10.36719/2789-6919/54/96-99
Elmira Talibli
Azerbaijan State University of Economics
Master’s student
https://orcid.org/0009-0001-5374-2417
mira.talibli@gmail.com
Impact of Product Descriptions and Reviews on Purchasing Intentions in E-Commerce
Abstract
In the rapidly evolving landscape of online retail, product descriptions and consumer reviews play a critical role in shaping purchasing intentions. This study explores how the quality, clarity, and emotional appeal of product descriptions, alongside the credibility and valence of customer reviews, influence consumer decision-making in e-commerce environments. The analysis emphasizes that well-structured and informative product descriptions enhance perceived product value, reduce uncertainty, and build trust between sellers and buyers. Simultaneously, user-generated reviews – especially those perceived as authentic and detailed – serve as vital social proof that reinforces or alters customer perceptions. The study also identifies moderating factors such as product involvement, review consistency, and platform design, which affect the strength of these influences. Empirical research findings suggest that positive reviews significantly boost purchase intentions, while negative feedback can deter consumers even when product descriptions are favorable. Furthermore, multimedia content, such as images and videos accompanying product details, increases consumer engagement and confidence. The paper concludes that e-commerce platforms should adopt a dual strategy that combines persuasive product storytelling with transparent and trustworthy review systems to maximize consumer trust and conversion rates. This integrated approach not only improves user experience but also enhances brand reputation and customer loyalty in competitive digital marketplaces.
Keywords: e-commerce, product, consumer, purchasing, online