在线顾客评论对社会消费者购买意愿的影响，顾客信任为购买决策变量

IJEBD International Journal of Entrepreneurship and Business Development Pub Date : 2023-10-06 DOI:10.24123/jeb.v4i3.5764

Christina Kelly Tanuwijaya, Lena Ellitan, Robertus Sigit Haribowo Lukito

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引用次数: 0

摘要

目的:本研究旨在以顾客信任为购买决策变量，分析网上顾客评论对社会消费者购买意愿的影响。方法:本研究采用目的性抽样的非概率抽样方法。本研究使用的样本为250名具有特征的受访者;17岁及以上的男性和女性，了解并拥有Sociolla网站的帐户，并在过去3个月内曾在Sociolla购物。通过发放问卷收集数据，采用SEM-PLS Software 4.0分析技术进行分析。结果:本研究结果表明，网上顾客评论对Sociolla网站的顾客信任有正向影响，顾客信任对消费者网上购物的购买兴趣有正向影响，网上顾客评论通过顾客信任对消费者网上购物的购买兴趣有正向影响。

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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The Effect of Online Customer Reviews on Purchase Intention With Customer Trust as A Variable in Purchase Decision on Sociolla Consumers

Purpose: This study aims to analyze the effect of Online Customer Reviews on purchase intention with customer trust as a purchasing decision variable for Sociolla consumers. Method: This research is using the Non Probability Sampling method with Purposive Sampling. The sample used in this study was 250 respondents with characteristics; Men and women aged 17 years and over, know and have an account on the Sociolla website, and have also shopped at Sociolla in the last 3 months. Data was collected by distributing questionnaires and using the SEM-PLS Software 4.0 analysis technique for analysis. Results: The results of this study indicate that Online Customer Reviews has a positive influence on customer trust on the Sociolla website, customer trust has a positive influence on consumer buying interest to shop online, and Online Customer Reviews has a positive influence on consumer buying interest through customer trust to shop on line.

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来源期刊

IJEBD International Journal of Entrepreneurship and Business Development

自引率

0.00%

发文量

审稿时长

5 weeks