The Impact of Online Review Credibility on Customers’ Purchase Intentions on E-Commerce Platforms

Abstract

Purpose: This study aims to evaluate the impact of online review credibility on consumer purchase intention on e-commerce platforms in Vietnam.
Design/methodology/approach: The study employs data collected from 443 consumers with online shopping experience in Hanoi and Ho Chi Minh City. The proposed model was validated through Cronbach's Alpha reliability assessment, Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), and Structural Equation Modeling (SEM).
Findings: The results demonstrate that online review credibility exerts a significant positive effect on purchase intention, mediated by perceived quality and brand image.
Originality/value: This study represents one of the first empirical works to simultaneously integrate three mediating variables within a comprehensive model examining the influence of online review credibility on purchase intention in the context of Vietnam's e-commerce market.