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ITLS-WP-1208 The relationship between brand trust , online customer reviews and willingness to purchase
| Content Provider | Semantic Scholar |
|---|---|
| Author | Lok, Peter Cheng, Vincent Rhodes, Jo Asano, Glenn |
| Copyright Year | 2012 |
| Abstract | This research investigates how online customer reviews, a particular form of electronic word of mouth (eWOM), affect consumer decision-making (willingness to purchase) during a first time purchase of services or products. Using brand trust as a mediating variable in the relationship between online customers reviews and the consumer’s willingness to buy, data was collected through a quasi-experiment approach and then analyzed using Structural Equation Modelling. The findings demonstrated that the reliable dimension of brand trust has a mediating effect on online customer reviews valance to willingness to buy while the intentionality dimension had little effect. |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | http://sydney.edu.au/business/__data/assets/pdf_file/0019/132580/ITLS-WP-12-08.pdf |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |