THE INFLUENCE OF PERCEIVED USEFULNESS AND PERCEIVED EASE OF USE OF ONLINE CONSUMER REVIEWS ON TRUST AND PURCHASE INTENTION AMONG STUDENTS
Abstract
The influence of online consumer reviews (OCRs) on purchase intention has
recently gained considerable attention, in both academic and business
communities. Consumers freely and easily express their opinions and give
comments online about any products or services, helped by the technology that is
available today; this type of consumer review could have a significant influence
on other consumers' purchase decision. This research aimed to understand the
impact of OCRs on consumers' trust and intention. The Theory of Technology
Acceptance Model (TAM) was applied in this research in order to investigate the
effect of OCRs on consumers’ trust and purchase intention. A total of 210
responses from distributed questionnaire were obtained from students who already
had online shopping experience before and lived in Yogyakarta, Indonesia. The
data was analyzed by using Structural Equation Modeling (SEM) analysis with
the help of SPSS and AMOS. The findings from this research were consumers’
trust and their intention to shop online were significantly affected by perceived
usefulness and perceived ease of use of OCRs. Clearly, those attributes of OCRs
were linked to the development of the shopping environment, which consequently
could affect sales.
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