Trust Anchors in Digital Marketplaces: Differential Effects of Online Reviews on Consumer Purchase Decisions

Digital marketplaces are increasingly reliant on online reviews as key trust anchors that mitigate information asymmetry and guide consumer decision-making. While previous research has emphasized the overall significance of reviews, it often overlooks how their influence varies across different consumer segments. This study fills this gap by analyzing a survey of 602 Amazon customers, investigating how demographic and behavioral factors shape the interpretation and impact of reviews. Employing a mixed-methods approach, the research integrates descriptive statistics, group comparisons, and regression analysis to assess the effects of review importance, reliability, helpfulness, and rating accuracy on purchase decisions and shopping satisfaction. The results highlight notable subgroup differences: female consumers prioritize narrative detail, older consumers place greater trust in review helpfulness and rating accuracy, frequent buyers selectively integrate reviews with prior experience, while infrequent buyers consider reviews as critical decision-making cues. These findings expand trust theory by introducing the concept of differentiated trust anchors, offering actionable insights for e-commerce platforms looking to optimize review systems. By customizing review presentations based on consumer heterogeneity, digital platforms can enhance trust, improve satisfaction, and foster long-term loyalty.