How Online Customer Reviews Affect Purchase Intention Mediate by Trust

Adela Rosania and Ita Prihatining Wilujeng ()
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Adela Rosania: Universitas Negeri Malang, Faculty of Economics and Business
Ita Prihatining Wilujeng: Universitas Negeri Malang, Faculty of Economics and Business

A chapter in Proceedings of the BISTIC Business Innovation Sustainability and Technology International Conference (BISTIC 2022), 2023, pp 243-253 from Springer

Abstract: Abstract The growth of the Internet and technology has brought a change in people’s behavior in shopping. Currently, consumers prefer to do online shopping. It is triggered by the appearance of an online shop that offers all the needs. It leads to consumer interest. Online customer reviews will generate trust in potential consumers against existing online shops. The study aims to know whether the use of a review on the online shop is significant or insignificant influence on buying interest. Trust is used as a mediating variable. The study used a quantitative study method with descriptive and illustrative design. Totally 246 respondents were collected and analyzed using PLS. The results showed that online customer reviews had a positive and significant impact on purchase interest which mediated by trust.

Keywords: Online Customer Reviews; Purchase Intention; Trust (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-178-4_25

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DOI: 10.2991/978-94-6463-178-4_25

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