The impact of online customer reviews (OCRs) on customers' purchase decisions: An exploration of the main dimensions of OCRs

Online customer reviews (OCRs) have become a primary source of product information and an important influence on customers’ purchase decision. This has resulted in a significant impact on consumer purchase decision making. The effects of OCRs on consumer behaviour have recently gained significant academic attention. Therefore, there is a need to provide a review on such effects. This paper, thus, examines the latest understandings in the links and relationships between OCRs and customers’ purchase intention. It reviews the main dimensions of the OCRs and how they affect customers’ purchase intention. It also addresses the issues of credibilities, roles, antecedents, helpfulness, measures and consequences of OCRs. In addition, a case study has been provided in which OCRs are analysed for a better understanding of the relationship between OCRs and consumer’s purchase intention

Modeling continuance intention towards Mobile Travel Service System (MTSS): a theoretical perspective of motivation and dependency

[[abstract]]This work sets up a research model that elaborates upon the development of continuance intention towards Mobile Travel Service System (MTSS) based on the motivational theory and the dependency theory. In the model, continuance intention is indirectly affected by personal innovativeness and e-interaction quality through the full mediation of e-engagement and perceived enjoyment. At the same time, the relationships between e-engagement and continuance intention and between perceived enjoyment and continuance intention are hypothetically moderated by e-interaction quality. The hypotheses of this work were empirically tested using data from working professionals in a technology industry regarding their use of MTSS for travel information sharing as well as booking for accommodation, airline, cars, etc. This study conducted a two-wave survey to empirically test its theoretical rationales. The findings of this work complement the previous literature by verifying the full mediating mechanism of e-engagement and perceived enjoyment and the moderating mechanism of e-interaction quality. Lastly, managerial implications for e-marketers based on this study’s findings are provided.[[notice]]補正完