The relationship between brand trust, online customer reviews and willingness to purchase
Field | Value | Language |
dc.contributor.author | Lok, Peter CW | |
dc.contributor.author | Cheng, Vincent TP | |
dc.contributor.author | Rhodes, Jo H | |
dc.contributor.author | Asano, Glenn | |
dc.date.accessioned | 2018-11-22 | |
dc.date.available | 2018-11-22 | |
dc.date.issued | 2012-04-01 | |
dc.identifier.issn | ISSN 1832-570X | |
dc.identifier.uri | http://hdl.handle.net/2123/19296 | |
dc.description.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. | en_AU |
dc.relation.ispartofseries | ITLS-WP-12-08 | en_AU |
dc.subject | Online reviews; eWom; brand trust; willingness to purchase | en_AU |
dc.title | The relationship between brand trust, online customer reviews and willingness to purchase | en_AU |
dc.type | Working Paper | en_AU |
dc.contributor.department | ITLS | en_AU |
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