The influence of online reviews on word of mouth behavior through consumer purchase intention in e-commerce

Abstract

In online settings, user-generated online consumer reviews, one form of electronic word of mouth are considered as not only exogenous factor affecting product sales but also endogenous factors that are affected by consumer behavior. This study identifies effects of online reviews on consumer decision-making processes and how online reviews motivate consumers to make word of mouth behavior about the product through mediating effect of consumer purchase intention. The data is randomly collected from 312 Vietnamese online shoppers who had experienced Amazon website to reach the online reviews. By using tests of structural equation modeling, the findings reveal that online reviews in terms of source credibility, number of online reviews and valence of online reviews affect consumer purchase intention and also positively affect WOM behavior through mediating variable.

The Impact of Electronic Word-of-Mouth on the Purchase Intention of Tourists on Online Hotel Booking Applications

“…Lin et al (2013) developed three items for information quantity, five items for reviewer expertise; product ranking consisted of two items developed by Filieri and McLeay (2014). Cheung et al (2008) and Lin et al (2013) developed four items for information adoption; three items for attitude, three items for subjective norms, and purchase intention consisted of five items developed by Le et al (2018) . A total of 320 questionnaires were collected from August, 2023, to October, 2023, of which 286 questionnaires were valid and 34 responses were rejected because they did not meet the study's eligibility criteria.…”

“…Each participant completed the assessment using a five-point Likert scale from "strongly disagree" (1) to "strongly agree" (5). Information credibility consisted of four items developed by Le (2018). Lin et al (2013) developed three items for information quantity, five items for reviewer expertise; product ranking consisted of two items developed by Filieri and McLeay (2014).…”