THE INFLUENCE OF ONLINE REVIEWS ON CUSTOMER DECISIONS IN ALGERIAN E-MARKETPLACES

Abstract

This study examined how online review dimensions – quantity, consistency, reviewer expertise, and product ratings – influence purchasing decisions in Algeria’s emerging e-marketplace. While electronic word-of-mouth (eWOM) is pivotal in global e-commerce, research remains skewed towards developed economies, leaving North African contexts under-studied. In countries such as Algeria, low digital literacy and limited customer trust may alter consumer behaviour. Using the partial least squares structural equation modelling method (PLS-SEM) on survey data from 61 Algerian online shoppers, the study found that product ratings exert a statistically significant effect on purchase decisions, whereas review quantity, consistency, and reviewer expertise lack statistical impact. This contrasts with established markets, suggesting that Algerian consumers prioritise simplified metrics, such as ratings, due to cognitive load and distrust of complex review systems. Methodologically, the research validated PLS-SEM’s robustness for small-sample contexts, while theoretically challenging universal assumptions about eWOM efficacy. Practical insights highlight the need for platforms to enhance rating transparency and authenticity in nascent markets. Future studies should explore cultural and infrastructural moderators in similar regions and integrate mixed methods to uncover behavioural nuances.