Perceived derived attributes of online customer reviews

Abstract

The influence of online customer reviews (OCRs) on customers' purchase intention has recently gained considerable attention, in both academic and business communities. Technology allows customers to freely and easily post their comments and opinions online about any product or service; this type of customer review can have a significant effect on customers' purchase decisions. Previous studies, however, have mainly focused on the influence of the virtual attributes of OCRs such as volume and valence on consumers' intentions, while limited attention has been paid to understanding the effects of the derived attributes. This study, thus, aims to understand the impact of the perceived derived attributes of OCRs on customer trust and intention. This study develops a-Perceived Derived Attributes (PDA)-model, based on the inclusion of perceived control from the Theory of Planned Behaviour (TPB) with the Technology Acceptance Model (TAM), in order to investigate the effects of OCRs on customers' purchasing intention. A total of 489 responses to a survey were collected from users of amazon.com. The findings from this study suggest that customer trust in an e-vendor and their intention to shop online are significantly affected by perceived usefulness, perceived ease of use and perceived enjoyment of OCRs. Furthermore, the sense of control derived from OCRs significantly affects customer intention and significantly affects customer trust in e-vendors, particularly for customers who frequently check OCRs before making a purchase. Clearly, those attributes of OCRs are linked to the development of the shopping environment, which consequently can affect sales.

The effect of web advertising visual design on online purchase intention: An examination across gender

“…Among the models explaining the determinants of behavioral intentions, the theory of reasoned action (Fishbein & Ajzen, 1975) and its extensions are considered robust models in a wide variety of contexts, including e-commerce (Elwalda et al, 2016;Ha & Janda, 2014;Pavlou & Fygenson, 2006). One advantage of this theory is that it includes cognitive components such as attitudes, which are known to direct human judgments and behaviors.…”

“…For instance, Fishbein and Ajzen (1975, p. 368) state, "if one wants to know whether or not an individual will perform a given behavior, the simplest and probably most efficient thing one can do is to ask the individual whether he intends to perform that behavior". As a result, online purchase intention becomes a crucial factor that can predict the effectiveness of online stimuli (Amaro & Duarte, 2015;Elwalda et al, 2016;Lu, Fan, & Zhou, 2016;Wu et al, 2008).…”

Mediating Role of Customer Experience in Social Media Marketing and Purchase Intention: A Case Study

“…Kala and Chaubey (2018b) also found that electronic word of mouth communication influences the purchase intention towards lifestyle products in India. Elwalda et al (2016) examined the influence of online social media reviews on consumers' purchase intentions, and confirmed quality, perceived usefulness, and credibility of reviews influence customer purchase intention. A recent study of Shah et al (2019) also empathized that social media has become a preferred means of direct communication with young customers and the rapid proliferation of such form of information significantly influence their purchasing behavior.…”

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“…These criteria are marked with a horizontal line in the confusion matrix. The additional guidelines and their associated criteria have also been mentioned in previous studies [35,36]. However, these studies used self-reporting approach rather than an evaluation approach.…”