Measuring the Impact of Online Reviews on Consumer Purchase Decisions \textendash A Scale Development Study

Y. Shi, S. Fernandes, R. Panda, V.G. Venkatesh and B.N. Swar
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V.G. Venkatesh: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School

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Abstract: Consumers' exposure to online reviews influences their online retail shopping behavior. They search for reviews while evaluating products for purchase decisions. Past studies have indicated that online reviews affect the credibility and trust of the sellers and the products they sell on online platforms. Keeping this in view, the current paper aims to develop and validate a scale to understand the impact of online reviews on consumer purchase decisions. Data were collected from 431 young online shoppers for this research. The initial exploratory factor analysis (EFA) results helped identify four factors, viz. source credibility, volume, language and comprehension, and relevance which constitute the scale. The scale was validated by confirmatory factor analysis (CFA). The study's findings fill the gap of having a standardized scale that online retailers can use as indicators to assist consumers in their online decision-making. The discussions and implications support consumers' susceptibility to online reviews, an essential source for product and brand information in facilitating online consumers' purchase decisions. © 2022 Elsevier Ltd

Keywords: Consumer psychology; consumption behavior; decision making; psychology; Purchase decision. online reviews; retailing; Retailing; Scale development; shopping activity; Word-of-mouth. (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (5)

Published in Journal of retailing and consumer services, 2022, 68, ⟨10.1016/j.jretconser.2022.103066⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04452847

DOI: 10.1016/j.jretconser.2022.103066

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