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The Effects of Online Reviews on Purchase Intention in the Shopee Fashion Industry

Author

Listed:
  • Angela Dominique Andoy

    (University of Santo TomasStudent, College of Commerce and Business Administration, University of Santo Tomas, Manila, Philippines)

  • Jose Antonio Beriña

    (Student, College of Commerce and Business Administration, University of Santo Tomas, Manila, Philippines)

  • Jan Erika Querubin

    (Student, College of Commerce and Business Administration, University of Santo Tomas, Manila, Philippines)

  • Jun Grimaldo

    (Assistant Professor, College of Commerce and Business Administration, University of Santo Tomas, Manila, Philippines)

Abstract

Online shopping through e-commerce websites has become prevalent in today's time. With that, online reviews have become a significant source of product information for consumers and businesses, but little is known about how consumers perceive the credibility of a review and whether it affects their intention to purchase. The purpose of this study is to identify the factors that influence review credibility and its subsequent effect on purchase intention. The study used a correlational type design wherein an adapted questionnaire was utilized to gather the insights of consumers on accuracy, completeness, timeliness, review quantity, review consistency, and review expertise as factors of review credibility and purchase intention. Respondents were selected through purposive sampling to ensure the credibility of the respondents. The study confirmed that accuracy, timeliness, and review expertise have a positive effect on review credibility, while completeness, review quantity, and review consistency revealed no significant effect. Subsequently, review credibility influences purchase intention; thus, it is recommended to focus on the factors that were determined to affect review credibility.

Suggested Citation

  • Angela Dominique Andoy & Jose Antonio Beriña & Jan Erika Querubin & Jun Grimaldo, 2022. "The Effects of Online Reviews on Purchase Intention in the Shopee Fashion Industry," Journal of Business and Management Studies, Al-Kindi Center for Research and Development, vol. 4(2), pages 150-162, March.
    • Handle: RePEc:alk:jbms00:v:4:y:2022:i:2:id:3150
    DOI: 10.32996/jefas.2022.4.2.12
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