Influencing factors of onlien reviews: an empirical analysis of determinants of purchase intention and negative review diagnosticity on Shopee

Abstract

In the 4.0 era, online reviews are widespread in the information interfaces that customers use, and the use of reviews from purchasers, KOLs, and celebrities as a source of customer reference material is fast growing and becoming a trend. However, there is presently relatively little study on the role of review credibility in the online purchase process, as well as the characteristics that contribute to establishing a credible review in the eyes of consumers, and the influence on customers' adaptive usage of online reviews. As a result, in this research, authors attempt to explain changes in customers' online purchase intentions after taking into account the trustworthiness of an online review and the moderating impact of negative review in this relationship. Furthermore, our research revealed that argument quality and peripheral cues are two major characteristics that strongly influence the credibility of an online review and user review adoption on e-commerce platforms, particularly Shopee. In addition, for products with high product/service ratings and the reliability of many reviews, low negative reviews have little impact on consumers' purchasing intentions, whereas for products with lower product/service ratings and a lower level of negative reviews, the consumer's purchasing intention decreases. This article helps consumers make more informed decisions when detecting an online review as well as facing false information, and is a reference for marketers deciding how to promote products. Reasonable products in specific situations and help optimize the online review monitoring mechanism in e-commerse like Shopee.