Open AccessThe effect of digital review credibility on Jordanian online purchase intention
Author(s) -
Tha’er Majali,
Malek Alsoud,
Husam Yaseen,
Rateb Almajali,
Samer Barkat
Publication year - 2022
Publication title -
international journal of data and network science
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.296
H-Index - 7
eISSN - 2561-8156
pISSN - 2561-8148
DOI - 10.5267/j.ijdns.2022.1.014
Subject(s) - credibility , reputation , elaboration likelihood model , affect (linguistics) , structural equation modeling , argument (complex analysis) , psychology , quality (philosophy) , advertising , source credibility , marketing , business , computer science , social psychology , political science , medicine , philosophy , communication , epistemology , machine learning , persuasion , law
Recently, the credibility of digital reviews has played an essential role in the shopper's buying behaviors and decisions. Since there is a dearth of experimental research about the shoppers' credibility evaluation regarding digital reviews, this study aimed to investigate the factors that affect digital review credibility and its influence on buying choices among Jordanian consumers. With the help of elaboration likelihood theory, a research model has been established that experimentally test it through structural equation modelling from the data gathered from 246 users of the digital review website Amazon. The study's findings suggest factors that consist of the argument quality, like accuracy, completeness and quantity of digital reviews, and the peripheral cues, such as reviewer expertise, rating of goods or services, and website reputation. However, both significantly influence digital review credibility. Thus, they positively impact the buying decisions of shoppers.