With the constant development of e-commerce, which makes changes in consumer behavior unceasing, online reviews have become one of the most important factors affecting purchasing decisions. This conceptual paper talks about consumer trust and purchase decisions regarding how various features of online reviews influence different aspects: argument strength, review objectivity, and reviewer credibility. Drawing on the Heuristic-Systematic Model, the dual cognitive pathways to consumers when processing online reviews will be heuristic and systematic. Therefore, this paper investigates how the interplay of these two processing modes affects perceived review credibility and, in turn, buyers' purchase behavior. From a complementary perspective, this study examines the moderating role played by consumers' propensity to trust, particularly how this factor may affect the relation between review credibility and purchase intent at its extreme ends. Since the nature of this research is conceptual, its rationale, theoretical framework, and hypotheses are expected to be further explored through empirical analysis. Practical implications are also provided to businesses, with an emphasis on how online review management is effectively worthy of trust, brand loyalty, and competitive advantages in the marketplace.