The Influence Factors of Online Review Quality and Their Mechanism on Trust Intention

Abstract

With the Theory of Planned Behavior (TPB) and the online consumer trust model as the theoretical underpinnings, based on related studies on online reviews, this paper explores the definition and connotation of the online review quality in detail and investigates the influencing factors of the online review quality perceived by consumers. The Partial Least Squares Structural Equation Modeling (PLS-SEM) is applied in this research for evaluating the research model and hypotheses. The results obtained with 259 Internet users as the samples show that the online review quality perceived by consumers is mainly reliant on the accuracy, completeness, currency, format and credibility. Furthermore, this paper discusses the theoretical contribution and practical significance of this research and provides some suggestions for enterprises' processing of online reviews and identification of quality.