The influence of online customer reviews (OCRs) on the online-shopping intention for domestic fashion: A case study of Vietnam.

Abstract

The rapid growth of Vietnam's domestic fashion industry, coupled with the expansion of online-shopping, has made online customer reviews (OCRs) an important determinant of consumer behavior. This study examines how different dimensions of OCRs, including valence, quantity, accuracy, completeness, consistency, and usefulness, affect perceived value, perceived trust, and satisfaction, and how these factors ultimately shape online-shopping intentions. Data were collected through a survey of 902 participants using convenience sampling and analyzed with SPSS 20.0 and AMOS 29.0, applying reliability tests, exploratory factor analyses (EFA) and confirmatory factor analyses (EFA), and structural equation modeling (SEM). The findings reveal that positive, accurate, complete, and useful OCRs significantly enhance perceived value, perceived trust, and satisfaction. Among these, perceived trust exerts the strongest positive influence on online-shopping intentions. Interestingly, the results show a negative relationship between perceived value and satisfaction, challenging the conventional assumption of a positive link. This suggests that while high perceived value raises expectations, unmet or inauthentic reviews may undermine satisfaction. Moreover, perceived trust did not directly affect satisfaction but was strongly associated with online-shopping intentions, while satisfaction itself played a critical role in shaping purchase behavior. These results highlight the pivotal role of OCRs in Vietnam's fashion e-commerce and provide practical implications for domestic fashion brands. For local fashion brands, enhancing the quality, transparency, and authenticity of reviews can foster greater consumer trust and satisfaction, strengthening brand competitiveness in the digital marketplace.