Abstract
Consumers want to engage with the retail store community in the shopping context. This study examines how consumers’ perceptions of source credibility and perceived usefulness of online reviews impact an intention to engage with the online retail store community and purchase intentions. The study also identifies differences when reviews are posted by customers versus store employees. Results show that the proposed relationships within the structural model are significant and reviews posted by store employees are seen as more credible, whereas reviews posted by other customers are perceived to be more useful. Theoretical and managerial implications are discussed.
Highlights
Shopping is an inherently social experience (Carter, 2020)
This study examines the following research questions to address the gaps in the literature: How do consumers’ perceptions of source credibility and usefulness of online reviews, impact feelings of community and purchase intentions when posted by customers and store employees? do these relationships differ when the post is provided by other customers versus store employees?
In the same way that characteristics of brand community exist within physical stores, community is in play for online retailers with respect to social shopping and reviews
Summary
Shopping is an inherently social experience (Carter, 2020) Whether it be shopping with friends and family, interacting with other shoppers or salespeople, or chatting with store employees at checkout, customers have reported that shopping in the retail store is communal in nature (Borghini et al, 2009; Jones & Kim, 2011; Peters & Bodkin, 2018). “Social shopping” is defined as customers going online to find reviews and recommendations about products and using those reviews to guide purchase decisions (Widmer, 2020). The concept of “social shopping” is significant, as 93% of consumers have anecdotally reported that online reviews have impacted their purchase decisions (Widmer, 2020)
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