A Trust Based Purchase Intention Model in E-Commerce: The Role of Online Customer Review and Customer Rating


Authors : Mikhratunnisa; Nova Adhitya Ananda

Volume/Issue : Volume 6 - 2021, Issue 12 - December

Google Scholar : http://bitly.ws/gu88

Scribd : https://bit.ly/31IbJNz

Purchasing online is one of the numerous advantages made possible by technological advancements. Convenience, like two sides of a coin, can make it easier for customers to purchase, but there are still issues with consumer trust. This study seeks to ascertain consumer's purchase intentions as they are impacted by online customer reviews and customer ratings based on trust. The research sample consisted of 203 respondents who were chosen using the purposive sampling approach. With the assistance of Smart PLS software, the analytical tool employs structural equation modeling (SEM). According to the study's findings, consumer trust may be developed through the use of customer reviews and ratings, which will pique customers' interest in buying

Keywords : Purchase intention, online customer review, customer rating and trust.

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Paper Submission Last Date
30 - June - 2022

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