The Effects of Online Reviews on Purchase Intention in the Shopee Fashion Industry

Abstract

Online shopping through e-commerce websites has become prevalent in today's time. With that, online reviews have become a significant source of product information for consumers and businesses, but little is known about how consumers perceive the credibility of a review and whether it affects their intention to purchase. The purpose of this study is to identify the factors that influence review credibility and its subsequent effect on purchase intention. The study used a correlational type design wherein an adapted questionnaire was utilized to gather the insights of consumers on accuracy, completeness, timeliness, review quantity, review consistency, and review expertise as factors of review credibility and purchase intention. Respondents were selected through purposive sampling to ensure the credibility of the respondents. The study confirmed that accuracy, timeliness, and review expertise have a positive effect on review credibility, while completeness, review quantity, and review consistency revealed no significant effect. Subsequently, review credibility influences purchase intention; thus, it is recommended to focus on the factors that were determined to affect review credibility.