期刊名称：International Journal of Research Studies in Management
印刷版ISSN：2243-7770
电子版ISSN：2243-7789
出版年度：2019
卷号：8
期号：1
页码：1-11
DOI：10.5861/ijrsm.2019.3018
语种：English
出版社：Consortia Academia Publishing
摘要：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.
关键词：source credibility;online review;purchase intention;word of mouth;e-commerce
