Abstract
Previous literature supports the role of online reviews in influencing customer purchase
intentions in the online context. However, the research gap exists based on the
underlying mechanism of the influence of online reviews on customer purchase
intentions and the mediating and moderating variables in this relationship. The current
study addressed this research gap by developing and testing a model of online reviews
and customer purchase intention in the social media- e-commerce context.
Additionally, we tested trust as mediator and source credibility as a moderator. Data is
collected from 360 participants of social media users by using an online survey. The
analysis was performed through confirmatory factor analysis using AMOS and consist
of two stages. The result indicates that online reviews have positive and significant
effects on purchase intentions (β=.352, P<0.05); and customer trust (β=.691, P<0.05).
Furthermore, customer trust has positive and significant effects on purchase intention
(β=.240, P<0.05). Additionally, we found partial support for the mediating nature of
trust between the relationship of online reviews and purchase intention. We also found
support that source credibility moderates the mediating relationship of customer trust.
Our findings imply that trust and source credibility plays a significant role in shaping
the online reviews and purchase intention relationship.
Dr. Muhammad Tahir, Mr. Waqas Khan. (2020) Online Review and Customer Purchase Intention in Social E-Commerce Context; Role of Trust as a Mediator and Source Credibility as Moderator, KASBIT Business Journal, Volume-13, Issue-1.
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