Abstract
Online reviews have emerged as influential sources of information which greatly affect customers’ pre-purchase decision. Some studies have found that culture impacts online reviews, but many aspects of online review usage are still not well-understood. This study seeks to understand: What factors influence the usage of online reviews and consumers’ intention to use online reviews influenced by culture? This study collects data from U.S. and Thai consumers to examine what factors affect user attitudes and intentions. Structural Equation Modeling is used to analyze the data and the findings reveal that most of the proposed factors influence online review adoption for these two nationalities. One significant difference was found between the respondents of the two countries. The results should help online businesses gain a better understanding of these factors, and thus direct their efforts to develop features which positively influence online review usage.
Highlights
During the past two decades, there are numerous new technologies that enabled E-commerce websites to evolve (Zhao et al, 2020)
This study extends the framework of the Technology Acceptance Model (TAM) to examine factors that influence the online review perceptions of people in two countries
As prior studies show that credibility affects user perceptions, we propose that perceived online review credibility will affect subjects’ perceptions on both the importance of online reviews as well as intention to use online reviews: H6: Perceived online review credibility positively affects subjects’ perceptions on the importance on online reviews
Summary
During the past two decades, there are numerous new technologies that enabled E-commerce websites to evolve (Zhao et al, 2020). Electronic commerce (E-commerce) has developed to become a more efficient marketplace that enables customers to evaluate products and services. Without the ability to see an actual product, online product review systems are becoming more important to customers considering purchasing items (Filieri, 2015; Liu & Du, 2020). A 2019 study found that 62% of customers indicated that online reviews were very helpful and thought that they received the most accurate information on product performance and prior customer satisfaction by reading online reviews (Clement, 2019). Previous studies have shown that online reviews have a significant influence
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