The relationship between online reviews and purchase intention：Analysis of a moderated mediation model

doi:10.14088/j.cnki.issn0439-8114.2021.01.039

Abstract

Abstract: In order to clarify the influence mechanism of online reviews on purchase intention,a moderated mediating model was constructed,focusing on the mediating role of perceived risk in the relationship between the two and the moderating role of brand trust.782 subjects were investigated by questionnaire on online comments,purchase intention,perceived risk and brand trust.The results showed that,after controlling gender,occupation and online shopping age,online reviews quality had a positive direct effect on purchase intention.The positive association between online reviews quality and purchase intention was mediated by perceived risk.The direct predictive effect of online review quality and the mediating role of perceived risk in the relationship between the two were moderated by brand trust.

Key words: online reviews, purchase intention, perceived risk, brand trust, mediation, mediator

CLC Number:

F713.36

CHEN You-qing, LI Xiu-fei. The relationship between online reviews and purchase intention：Analysis of a moderated mediation model[J]. HUBEI AGRICULTURAL SCIENCES, 2021, 60(1): 187-191.

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