The effect of review quality on purchase intention in cross-border e-commerce: The case of Hungary

Q2 Social Sciences

Society and Economy Pub Date : 2024-03-01 DOI:10.1556/204.2024.00003

Thi Van Anh Pham, Ákos Nagy, Minh Trung Ngo

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引用次数: 0

Abstract

This study investigates the impact of review quality (a situational stimulus) on consumers' risk perception and purchase intention in cross-border e-commerce based on the Stimulus-Organism-Response (SOR) model. In doing so, quantitative research involving 400 Hungarian respondents was performed. The data were analysed using composite-based structural equation modelling (SEM). The study concludes that an experience created through highly qualified online reviews of previous consumers has a significant effect on mitigating consumers' risk perception while increasing their purchase intentions. The study also differentiates two aspects of risk, including perceived risk and affective risk, and reveals the two-fold mechanism of the decision-making journey. These results enrich the existing literature by supporting the use of the SOR model and introducing review quality as a situational stimulus to explain consumers' risk perception and purchase behaviours in cross-border e-commerce. Additionally, the study also provides valuable guidance in website design that can stimulate purchasing while lowering online perceived risk.

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跨境电子商务中评论质量对购买意向的影响：匈牙利案例

本研究基于 "刺激-组织-反应"（SOR）模型，探讨了评论质量（情景刺激）对跨境电子商务中消费者风险感知和购买意向的影响。为此，对 400 名匈牙利受访者进行了定量研究。数据采用基于复合的结构方程模型（SEM）进行分析。研究得出结论，通过以往消费者的高水平在线评论所创造的体验对减轻消费者的风险感知有显著效果，同时还能提高他们的购买意愿。研究还区分了风险的两个方面，包括感知风险和情感风险，并揭示了决策过程的双重机制。这些结果丰富了现有文献，支持了 SOR 模型的使用，并引入了评论质量作为情境刺激因素来解释消费者在跨境电子商务中的风险感知和购买行为。此外，本研究还为网站设计提供了有价值的指导，从而在降低在线感知风险的同时刺激购买行为。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Society and Economy Social Sciences-Sociology and Political Science

CiteScore

1.50

自引率

0.00%

发文量

审稿时长

28 weeks

期刊介绍： The double-blind peer-reviewed journal publishes original research articles and book reviews in the fields of economics, social sciences, and business studies, which address social and economic issues in Central and Eastern Europe or have relevance for social and economic development in this region. While it welcomes articles from the international academic community, Society and Economy seeks in particular to provide an international forum for scholars working in the research traditions of this region. The journal welcomes submissions of high-quality and multi-disciplinary articles that address social, demographic, political, economic and industrial trends and challenges. Society and Economy is a gold open access journal since 2019 but authors are not requested to pay an article processing fee.