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Impact of online experience sharing on consumers’ purchase intention

Author

Listed:
  • Anouar Abdessamad
  • Ranya Maatallah

    (Ibn Tofaïl University)

  • Islam Azzouzi

    (Ibn Tofaïl University)

  • Basma Semlali

    (Ibn Tofaïl University)

  • Youssef Khatori

    (Ibn Tofaïl University)

Abstract

In the era of e-commerce and the increasing digitalization of consumer journeys, online customer reviews have become a decisive factor influencing potential buyers’ decisions. This study investigates the effect of online experience sharing on consumers’ purchase intentions across six key dimensions: emotional valence, quantity, content quality, responsiveness, reviewer reputation, and review recency. A quantitative research design was employed using data collected from a sample of 320 online consumers. The dataset was analyzed through multiple linear regression models to assess the relative impact of each dimension. The findings reveal that all six dimensions exert a positive and statistically significant influence on consumers’ purchase intentions, with emotional valence and review content emerging as the most influential factors. These results contribute to the growing body of literature on online consumer behavior and provide valuable managerial insights for digital marketing practitioners aiming to optimize electronic word-of-mouth strategies. Key Words: Online customer reviews, purchase intention, consumer behavior, e-reputation, digital marketing

Suggested Citation

  • Anouar Abdessamad & Ranya Maatallah & Islam Azzouzi & Basma Semlali & Youssef Khatori, 2026. "Impact of online experience sharing on consumers’ purchase intention," International Journal of Business Ecosystem & Strategy (2687-2293), Bussecon International Academy, vol. 8(2), pages 44-51, April.
    • Handle: RePEc:adi:ijbess:v:8:y:2026:i:2:p:44-51
    DOI: 10.36096/ijbes.v8i2.1138
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    File URL: https://bussecon.com/ojs/index.php/ijbes/article/view/1138
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