Assessing The Efficacy Of Reviews And Ratings In Shopee App: Building Trust In E-commerce Among The Gen-z Consumers Of Technological University Of The Philippines – Manila/ Syron M. Boquiren, Mafe Lagrason, Hector F. Loremia, Satine Nyrelle Anne V. Pareja, Princess Ilse G. Sebido, Leanne B. Velasquez and Oceania Mari F. Vengado.--

Bachelor's Thesis

College of Liberal Arts.-- Bachelor Of Science In Entrepreneurship: Technological University Of The Philippines, Manila. 2025

Includes bibliographic references and index.

Since e-commerce has grown so quickly, consumer behavior has changed drastically,
making trust an essential component of online transactions. With a particular focus on
Shopee users at the Technological University of the Philippines-Manila's College of
Liberal Arts, this study examines the effectiveness of online reviews and ratings in
fostering customer trust among Generation Z consumers. The study investigates how
reviews and ratings affect buying decisions and promote confidence in e-commerce using
a descriptive research design and survey methodology. The results show that when
assessing the quality, reliability, and authenticity of sellers, Generation Z buyers give
reviews and ratings a lot of weight. While negative feedback turned off potential customers,
positive evaluations and high ratings were found to be important elements in increasing
consumer confidence and purchase intent. The study emphasizes the practical implications
for e-commerce platforms and sellers in fostering credibility and customer loyalty, as well
as the role that trust-building methods have in influencing consumer behavior. By
providing practical insights for boosting trust in the online marketplace, this research
advances the understanding of digital consumer behavior.
Keywords: E-commerce, Online reviews and ratings, Generation Z, Shopee users,
Consumers’ trust