The Influence of Online Customer Reviews on Purchase Intention: the Role of Non-numerical Factors
نویسندگان
چکیده
Significant attention has been recently drawn to the relationship between online customer reviews (OCRs) and purchase intention. Nevertheless, due to the complex nature of the problem, such a relationship is not yet entirely understood. This ongoing study aims, therefore, to examine this relationship by developing an understanding of the impact of the non-numerical attributes of OCRs on customer trust and intentions. A structural equation modelling procedure is applied to the investigation of the impact of OCRs on customer trust and intentions. The findings of this study, in addition to their contribution to the existing literature, will help business communities by providing a better understanding of consumers and how their decisions are affected by OCRs.
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