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The effect of review quality on purchase intention in cross-border e-commerce: The case of Hungary

Author

Listed:
  • Thi Van Anh Pham

    (Faculty of Business and Economics, University of Pécs, Pécs, Hungary)

  • Ákos Nagy

    (Faculty of Business and Economics, University of Pécs, Pécs, Hungary)

  • Minh Trung Ngo

    (Faculty of Business and Economics, University of Pécs, Pécs, Hungary)

Abstract

This study investigates the impact of review quality (a situational stimulus) on consumers' risk perception and purchase intention in cross-border e-commerce based on the Stimulus-Organism-Response (SOR) model. In doing so, quantitative research involving 400 Hungarian respondents was performed. The data were analysed using composite-based structural equation modelling (SEM). The study concludes that an experience created through highly qualified online reviews of previous consumers has a significant effect on mitigating consumers' risk perception while increasing their purchase intentions. The study also differentiates two aspects of risk, including perceived risk and affective risk, and reveals the two-fold mechanism of the decision-making journey. These results enrich the existing literature by supporting the use of the SOR model and introducing review quality as a situational stimulus to explain consumers' risk perception and purchase behaviours in cross-border e-commerce. Additionally, the study also provides valuable guidance in website design that can stimulate purchasing while lowering online perceived risk.

Suggested Citation

  • Thi Van Anh Pham & Ákos Nagy & Minh Trung Ngo, 2024. "The effect of review quality on purchase intention in cross-border e-commerce: The case of Hungary," Society and Economy, Akadémiai Kiadó, Hungary, vol. 46(2), pages 120-146, June.
    • Handle: RePEc:aka:soceco:v:46:y:2024:i:2:p:120-146
    DOI: 10.1556/204.2024.00003
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    JEL classification:

    • D81 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Criteria for Decision-Making under Risk and Uncertainty
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making

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