Over 50% Consider Purchasing with Review Ratings of ★4.0 or Higher; One-Third Forgo Purchases When Low Ratings (★1-2) Stand Out

System Research Inc. (Headquarters: Nagoya, Aichi), which operates 'Alulu, a Creative Works Mall' (hereinafter, Alulu Mall), conducted a survey on 'numerical review ratings' targeting online shoppers aged 20-60 nationwide.

The results showed that a total of 90.5% of respondents check review ratings.

Furthermore, while 53.5% of people consider purchasing if review ratings are ★4.0 or higher, exceeding half, 33.0% forgo purchases when low ratings (★1-2) are prominent. This clearly indicates that review scores influence purchasing decisions.

Moreover, for cases with many reviews, over 50% of respondents answered that they 'have experienced hesitation,' suggesting that the sheer volume of information can also affect decision-making.

Survey Results

Over 50% Consider Purchasing with Ratings of ★4.0 or Higher When investigating awareness regarding review ratings, 53.5% of respondents answered that they 'consider purchasing if the rating is ★4.0 or higher,' indicating that more than half use a certain level of rating as a criterion for purchasing decisions. On the other hand, 20.0% had 'no particular criteria,' and 8.0% 'don't really care about ratings,' showing that a certain number of people are not influenced by ratings.

Forgoing Purchases Most Common When Low Ratings Stand Out The most common reason for deciding not to purchase after seeing reviews was 'low ratings (★1-2) stand out,' at 33.0%. This was followed by 'negative reviews exist' at 28.5%, indicating that low ratings, in particular, are strongly considered among reviews.

A Large Number of Reviews Does Not Always Work Positively Regarding a large number of reviews, 45.0% answered 'sometimes hesitate' and 8.5% answered 'often hesitate,' totaling over 50% who experience hesitation in decision-making. While reviews serve as reference information, the volume of information can also affect decision-making.

Products Without Reviews Can Still Be Considered For products without reviews, 'purchase depending on the product' was the most common answer at 47.5%. 'Prefer to avoid if possible' (25.5%) and 'avoid purchase due to anxiety' (14.5%) totaled 40.0%. This shows that while the presence or absence of reviews is one factor in decision-making, it does not solely determine whether a purchase is made.

Numerical Review Ratings Influence Purchasing Decisions This survey revealed that reviews are not only referenced by many users, but numerical ratings, in particular, influence purchasing decisions. Conversely, responses also indicated hesitation when there are many reviews, suggesting that the volume of information can also make decision-making difficult.

Details of the survey results can be found here: https://alulu.com/media/tips_ecreview/

*Request for citation/reproduction of data When using the survey results and images from this release, please include a link to the official website URL of 'Alulu, a Creative Works Mall' (https://alulu.com/) as the source.

【Survey Overview】 Target: Online shoppers aged 20-60 nationwide Survey Period: April 28, 2026 Survey Organization: Crowdsourcing site Survey Method: Calculation of response ratios for each question item Valid Responses: 200 people

【About Alulu, a Creative Works Mall】 'Alulu' values not only the appeal of products and services but also 'who you buy from,' offering abundant content that conveys the history of shops, the passion of producers, and the personality of artisans. We aim for customers to encounter products they love after understanding these stories. We will continue to strive to be a place where 'people (stores) and people (customers)' gather and connect.

Alulu Mall https://alulu.com/

Inquiries https://alulu.com/contact/

【Company Profile】 Company Name: System Research Inc. Headquarters: 2-12 Iwatsuka-hondori, Nakamura-ku, Nagoya, Aichi 453-0861 Representative Director and President: Hiroshi Hirayama Company Website: https://www.sr-net.co.jp/