Online reviews and purchase intention: A cosmopolitanism perspective

被引：44
|
作者：
Tran, Lobel Trong Thuy [1 ]
机构：
[1] Ton Duc Thang Univ, Fac Business Adm, 19 Nguyen Huu Tho St,Tan Phong Ward,Dist 7, Ho Chi Minh City, Vietnam
来源：
TOURISM MANAGEMENT PERSPECTIVES | 2020年 / 35卷
关键词：
Online reviews; Perceived effectiveness; Social media platforms; Online trust in brand; Cosmopolitanism; CONTEXTUAL IMAGE BACKGROUNDS; SOCIAL MEDIA; CONSUMER CULTURE; MODERATING ROLE; TRUST; SATISFACTION; IMPACT; GRATIFICATIONS; EXPERIENCE; SIMILARITY;
D O I：
10.1016/j.tmp.2020.100722
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
In recent years, marketing managers have realized that online reviews are an essential element in customer decision-making. However, there has been little valid measure of online reviews and no systematic analysis of their effect on consumer purchase intention. Drawing on the uses and gratification (U&G) and consumer culture (CCT) theories, this study develops a valid measure of online reviews and analyzes their effect on purchase intention. With a sample of 1112 hotel customers from three countries (Taiwan, Thailand, and Vietnam), this study validates the positive effect of online reviews on purchase intention through the perceived effectiveness of social media platforms (PESMP) and online trust while confirming the moderating role of cosmopolitanism.
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收藏
页数：13
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