The study was conducted to determine the impact of online reviews on customers' purchasing decisions. The research model was constructed based on the heuristic model in online reviews. The study was conducted with a sample size of 150 customers who have purchased fashion items through e-commerce channels in Can Tho City. Research methods included Cronbach's alpha, exploratory factor analysis (EFA), and regression analysis to test the hypotheses of the research model. The research results indicate that online reviews influence online purchasing decisions. Specifically, factors such as credibility and information acceptance of online reviews are considered to have a strong impact on purchasing decisions, followed by timeliness of information and quality of review information, which also influence purchasing decisions. Furthermore, the study also reveals differences in how online reviews impact purchasing decisions among customers with different marital statuses. Finally, the research proposes implications to help e-commerce retailers enhance sales effectiveness in the future.