Online Customer Reviews and Purchase Intention: The Moderating Role of Brand Image

نوع المستند : المقالة الأصلية

المؤلفون

1 کلية التجارة و ادارة الاعمال جامعة المستقبل القاهرة

2 کلية الإدارة ، أکاديمية السادات للعلوم الإدارية

المستخلص

Communication through word of mouth has been recognized to have a significant influence on consumer behavior and purchase intention. Due to the rapid growth of internet usage, a non-personal but global form of communication known as online word of mouth or online customer reviews was created. It has been considered as a new version of the traditional word of mouth, where customers could use several sources on the internet to have hands-on information created by others about the products/services they intend to buy. Moreover, Brand image has also been recognized as a key driver that positively influences consumers’ purchase intention. The purpose of this paper is to analyze the effect of online customer reviews on purchase intention, as well as to examine the moderating role of brand image in the relationship between customer online reviews and purchase intention. The selected brand sector was the mothers who purchase diapers for their children, focusing on Pampers as a well-known brand. Data was gathered through online self-administered questionnaires from a sample of 294 mothers who purchase the brand Pampers for their children. Statistical analysis was conducted to analyze the gathered data whereby appropriate statistical techniques and tests were employed. Results revealed that online consumers’ reviews have a significant positive effect on brand image and that brand image was significantly and positively related to purchase intention. Furthermore, online consumers’ reviews had no significant impact on purchase intention. Additionally, brand image moderates the relationship between online consumers’ reviews and purchase intention. It was also revealed that online customer reviews have a significant positive indirect effect on purchase intention. Research findings were discussed to reflect on the researchers’ interpretation and perception of the outcomes addressed.
 

الكلمات الرئيسية

المجلة العلمية للإقتصاد و التجارة
المجلد 52، العدد 1 - الرقم المسلسل للعدد 1
ابحاث فى تخصصات ادارة الاعمال - المحاسبة - الاقتصاد - الاحصاء باللعة العربیة واللغة الانجلیزیة
إبريل 2022
الصفحة 293-324

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