The different effects of online consumer reviews on consumers' purchase intentions depending on trust in online shopping malls

Jumin Lee (Department of E‐business, Kyung Hee Cyber University, Seoul, Republic of Korea)
Do‐Hyung Park (LG Electronics Inc., Seoul, Republic of Korea)
Ingoo Han (KAIST Business School, Seoul, Republic of Korea)

Internet Research

ISSN: 1066-2243

Publication date: 28 January 2011

Abstract

Purpose

With the increasing influence of online consumer reviews (OCRs) on a consumer's decision making, online sellers have begun to embed the OCRs in their advertisements (OEAs). This study has the following two research objectives: first, to investigate the effects of two types of (OCRs vs OEAs) on consumers' purchase intention from an informational influence perspective; second, to investigate the effects of OCRs from a credibility perspective.

Design/methodology/approach

The data for this study are obtained from a two‐way factorial experimental research design. The factors included are the type of OCRs and the trust level of online shopping malls. In addition, PLS test is used to understand the underlying effects of trust in online shopping malls, credibility of OCRs/OEAs, and consumers' purchase intentions.

Findings

The results show that OCRs are more influenced by trust in online shopping malls than OEAs. The greater the perceived credibility of OCRs among potential consumers, the higher is the purchase intention. When the trust in online shopping malls is high, consumers' purchase intentions influenced by OCRs are more favorable than those influenced by OEAs.

Originality/value

This study is an initial consumer endorsement research that uses OCRs to extend the trust transfer theory and extends the interpersonal online trust perspective. For practitioners, this study is useful in determining which type of OCRs is useful for marketing, depending on the trust in online shopping malls. Moreover, the results of this study could aid in the development of an e‐commerce strategy using OCRs.

Keywords

Citation

Lee, J., Park, D. and Han, I. (2011), "The different effects of online consumer reviews on consumers' purchase intentions depending on trust in online shopping malls", Internet Research, Vol. 21 No. 2, pp. 187-206. https://doi.org/10.1108/10662241111123766

Download as .RIS

Publisher

:

Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.
To rent this content from Deepdyve, please click the button.