Name: Yashu Garg, Navpreet Kaur & Krishan Gopal
Country: India

Year: 2025
Volume: Volume-12, Issue-2 (July-December)
Page Number: 44-49
DOI: https://doi.org/10.5281/zenodo.16900545

ABSTRACT
This study explores the impact of online review characteristics on the purchase intention of
Generation Z consumers, with trust examined as a mediating factor. Data was collected from
250 Gen Z respondents across major cities in Punjab, including Amritsar, Jalandhar, and
Ludhiana. Using structural equation modeling, the study reveals that the usefulness of online
reviews significantly shapes both trust and purchase decisions, while review valence and
credibility show limited direct influence. Trust emerges as a key mediator, highlighting its
crucial role in converting online review perceptions into consumer action. The findings offer
practical insights for marketers and e-commerce platforms aiming to engage Gen Z more
effectively.
Keywords: Online Reviews, Generation Z, Purchase Intention, Trust, SEM