Title: | The Relationship Between Online Consumers Reviews, Purchase Intention and Actual Purchase: An Empirical Evidence From Saudi Arabia |
Contributor(s): | Almutairi, Obaid Abdullah F (author); Adapa, Sujana (supervisor) ; Villano, Renato (supervisor) |
Conferred Date: | 2022-02-03 |
Copyright Date: | 2022-01 |
Thesis Restriction Date until: | 2025-02-07 |
Handle Link: | https://hdl.handle.net/1959.11/56677 |
Related Research Outputs: | https://hdl.handle.net/1959.11/56678 |
Abstract: | | Online consumer reviews (OCRs) have become an important element of online
shopping in the current environment as a result of rapid technological advancements
and the influence of external factors. Therefore, consumer preferences and buying
patterns in an online environment showcase a shift from the development of purchase
intention to engagement in actual purchase. The significance of OCRs for consumers
stems from the ambiguous nature of the online shopping environment, which inherently
presents a certain amount of risk and uncertainty for consumers. Therefore, the
overarching aim of the present study was to explore and assess the relationship between
OCR characteristics, consumer demographic profiles, product type and consumer trust,
and how they affect purchase intention and actual purchase behaviour.
As a starting point, extensive academic literature was reviewed and synthesised. A
conceptual framework was developed based on popular theoretical frameworks such as
the theory of reasoned action, the theory of planned behaviour, the elaborated likelihood
model and social identity theory. The conceptual framework was built on four elements
of OCRs - review valence, information relevance, information timeliness and
information accuracy. Additionally, three contextual factors were included:
demographic variables, consumer trust and product type. Further, the role of gender and
the product type were explored to understand their role in moderating the relationship
between consumers’ purchase intention and actual purchase.
Multiple regression analysis of data from 604 respondents revealed no relationship
between gender, age, income or education and purchase intention. However, gender,
age and income were related to actual purchase behaviour, while education and actual
purchase were not. There was a relationship detected between the OCR elements review
valence and information relevance and purchase intention; however, information
accuracy and information timeliness exerted no influence on purchasing intention.
Contextual factors product type and consumer trust appeared to influence purchase
intention. Further, product type influenced actual purchase behaviour, and gender
moderated the relationship between purchase intention and actual purchase, whereas
product type did not exert any influence.
The findings obtained from the present study contribute both theoretical and practical
implications that validate the research framework and are supported by empirical
evidence. Given the increasing trend of online shopping in Saudi Arabia, further
boosted by the COVID-19 pandemic, it is imperative for marketers to treat online
shoppers differently from traditional shoppers because of the demographic diversity of
online consumers and the nature of the online environment. Moreover, online retailers
should consider the content and specifics of OCRs to improve consumers trust in online
shopping. Further, the findings of the present study may benefit formulation of specific
marketing strategies through understanding the importance of OCRs, associated
elements and other contextual factors that trigger consumer purchase decisions.
Publication Type: | Thesis Doctoral |
Fields of Research (FoR) 2008: | 150401 Food and Hospitality Services 150501 Consumer-Oriented Product or Service Development 150503 Marketing Management (incl. Strategy and Customer Relations) |
Socio-Economic Objective (SEO) 2008: | 900204 Wholesale and Retail Trade 909801 Management of Gaseous Waste from Commercial Services and Tourism (excl. Greenhouse Gases) 960702 Consumption Patterns, Population Issues and the Environment |
HERDC Category Description: | T2 Thesis - Doctorate by Research |
Description: | | Please contact rune@une.edu.au if you require access to this thesis for the purpose of research or study.
Appears in Collections: | Thesis Doctoral UNE Business School
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