Abstract
This study aims to examine how online customer reviews and perceived credibility of online shopping sites affect sport consumers’ purchase intentions online. A total of 204 surveys collected from college students in East and Midwest areas in the United States were analyzed through Confirmatory Factor Analysis and Structural Equation Modeling test. The results of the study revealed that attitude toward online customer reviews positively influenced online purchase intentions and perceived credibility of website, and there was a mediating effect of the perceived credibility of the website on the relationship between attitude toward online customer reviews and online purchase intentions. This study provides online marketers with practical information regarding how to take advantage of information from online customer reviews on online shopping sites in order to promote sport consumers’ purchase behaviors.
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