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The influence of online consumer reviews on purchase intention among young adults

Purpose: In today’s world,social media has brought large impacts to the consumers’ lifestyle as consumers spent most of their time in surfing and browsing them to get information. Hence, online consumer reviews will direct consumers to choose their matching products from variety of products availab...

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Main Authors: Osman, Syuhaily, Lim, Hui Ying
Format: Article
Published: Universal Publishers 2022
Online Access:http://psasir.upm.edu.my/id/eprint/103610/
http://www.gbmrjournal.com/
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spelling my.upm.eprints.1036102023-05-17T03:51:48Z http://psasir.upm.edu.my/id/eprint/103610/ The influence of online consumer reviews on purchase intention among young adults Osman, Syuhaily Lim, Hui Ying Purpose: In today’s world,social media has brought large impacts to the consumers’ lifestyle as consumers spent most of their time in surfing and browsing them to get information. Hence, online consumer reviews will direct consumers to choose their matching products from variety of products available. This study is to ascertain the influence of online consumer reviews on the purchase intention among young adults, particularly concentrating on the level of source credibility, review volume and review valence. Design/methodology/approach: Elaboration Likelihood Model (ELM) is the theory that applied in this study since it comprehends in what way the online consumer reviews persuades other consumers. The population of this study was young adults in Batu Pahat with the sample size of 200 respondents selected by using simple random sampling method. Findings: The results from multiple regression analysis showed that all the three independent variables were the significant predictors to the purchase intention of online consumer reviews in which review valence was the strongest predictor (B = 0.574; p<0.005). Research limitations/implications: This study demonstrated the influence of online consumer reviews by clarifying 49.80% of the coefficient of determination on the purchase intention thereby adding credit to the existing ELM theory. Practical implications: The finding implied that marketers should take the opportunity to develop new market tactic and improve their way of business, services and product quality in order to increase positive reviews in online platform. Originality/value: Given the paramount importance of peripheral cues in shaping consumers’ perceptions of online review, this study focused on the influences online consumer reviews by using peripheral cues in ELM theory on consumers’ purchase intention. Universal Publishers 2022 Article PeerReviewed Osman, Syuhaily and Lim, Hui Ying (2022) The influence of online consumer reviews on purchase intention among young adults. Global Business and Management Research: An International Journal, 14 (spec.3). 222 - 237. ISSN 1947-5667 http://www.gbmrjournal.com/
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
description Purpose: In today’s world,social media has brought large impacts to the consumers’ lifestyle as consumers spent most of their time in surfing and browsing them to get information. Hence, online consumer reviews will direct consumers to choose their matching products from variety of products available. This study is to ascertain the influence of online consumer reviews on the purchase intention among young adults, particularly concentrating on the level of source credibility, review volume and review valence. Design/methodology/approach: Elaboration Likelihood Model (ELM) is the theory that applied in this study since it comprehends in what way the online consumer reviews persuades other consumers. The population of this study was young adults in Batu Pahat with the sample size of 200 respondents selected by using simple random sampling method. Findings: The results from multiple regression analysis showed that all the three independent variables were the significant predictors to the purchase intention of online consumer reviews in which review valence was the strongest predictor (B = 0.574; p<0.005). Research limitations/implications: This study demonstrated the influence of online consumer reviews by clarifying 49.80% of the coefficient of determination on the purchase intention thereby adding credit to the existing ELM theory. Practical implications: The finding implied that marketers should take the opportunity to develop new market tactic and improve their way of business, services and product quality in order to increase positive reviews in online platform. Originality/value: Given the paramount importance of peripheral cues in shaping consumers’ perceptions of online review, this study focused on the influences online consumer reviews by using peripheral cues in ELM theory on consumers’ purchase intention.
format Article
author Osman, Syuhaily
Lim, Hui Ying
spellingShingle Osman, Syuhaily
Lim, Hui Ying
The influence of online consumer reviews on purchase intention among young adults
author_facet Osman, Syuhaily
Lim, Hui Ying
author_sort Osman, Syuhaily
title The influence of online consumer reviews on purchase intention among young adults
title_short The influence of online consumer reviews on purchase intention among young adults
title_full The influence of online consumer reviews on purchase intention among young adults
title_fullStr The influence of online consumer reviews on purchase intention among young adults
title_full_unstemmed The influence of online consumer reviews on purchase intention among young adults
title_sort influence of online consumer reviews on purchase intention among young adults
publisher Universal Publishers
publishDate 2022
url http://psasir.upm.edu.my/id/eprint/103610/
http://www.gbmrjournal.com/
_version_ 1768009476072275968
score 13.211869

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