Journal of Research & Reviews in Social Sciences Pakistan

Tahir & Khan, Journal of Research and Reviews in Social Sciences Pakistan, Vol 3 (2), 2020 pp 803-816 Contents lists available http://www.kinnaird.edu.pk/ Journal of Research & Reviews in Social Sciences Pakistan Journal homepage: http://journal.kinnaird.edu.pk ONLINE REVIEW AND CUSTOMER PURCHASE INTENTION IN SOCIAL E-COMMERCE CONTEXT; ROLE OF TRUST AS A MEDIATOR AND SOURCE CREDIBILITY AS MODERATOR Dr. Muhammad Tahir 1*, Waqas Khan2 1 University of Technology & Applied Science, Nizwa, Oman Kardan University, Kabul, Afghanistan 2 Article Info *Corresponding Author Email Id: [email protected] Keywords Online Reviews, Trust, Source Credibility, Purchase Intentions, Social Media, eCommerce, Pakistan Abstract Previous literature supports the role of online reviews in influencing customer purchase intentions in the online context. However, the research gap exists based on the underlying mechanism of the influence of online reviews on customer purchase intentions and the mediating and moderating variables in this relationship. The current study addressed this research gap by developing and testing a model of online reviews and customer purchase intention in the social media- e-commerce context. Additionally, we tested trust as a mediator and source credibility as a moderator. Data is collected from 360 participants of social media users by using an online survey. The analysis was performed through confirmatory factor analysis using AMOS and consists of two stages. The result indicates that online reviews have positive and significant effects on purchase intentions (β=.352, P<0.05); and customer trust (β=.691, P<0.05). Furthermore, customer trust has positive and significant effects on purchase intention (β=.240, P<0.05). Additionally, we found partial support for the mediating nature of trust between the relationship of online reviews and purchase intention. We also found support that source credibility moderates the mediating relationship of customer trust. Our findings imply that trust and source credibility play a significant role in shaping the online reviews and purchase intention relationship. 803 Tahir & Khan, Journal of Research and Reviews in Social Sciences Pakistan, Vol 3 (2), 2020 pp 803-816 1. Introduction of the product and the online sellers (Liang, The trend of online shopping is increasing leading 2016). Online reviews are a type of feedback and to a reduction in in-store shopping (Lee et al., are mostly referred to as ‘user-generated content’ 2017). For individual customers to engage in (Bae et al., 2011). Online reviews are considered online shopping over the traditional one there are as diverse and information sources due to the neutral nature of flexibility of online shopping stand out as the online reviews (Fang et al., 2014). The online most prominent reasons. A customer only needs reviews work like word of mouth referral but the a internet difference is that real word of mouth is done by connection to browse through different web sites individuals who are known to a person while for comparing products and making a purchase electronic word of mouth mostly remains decision. The traditional stores mostly closed at anonymous. night but online shopping continues 24/7 thus testimonials from previous customers as a giving greater flexibility to customers. Avoidance strategy to build a reputation among potential of parking issues, long ques, and crowds is also a customers. The online review provides an reason for customers to prefer online shopping. important source of product information and The online purchase also enables a comparison of enables a business to get an insight into the a lot of information and surveying feedback of consumer attitude (Huang et al., 2015). Thus, previous customers before making a purchase. online reviews are significantly important for The challenges which are brought by online both sellers and buyers in the online context. In shopping include security as the customer may the present study, the role of online reviews in have to reveal their sensitive information such as shaping an individual’s purchase intention is banking details to the merchant which can be investigated in the context of social media-based risky. The intangible nature of online shopping online stores. Furthermore, we also investigate also makes it difficult to do shopping for certain the role of trust as a mediator and source products such as clothes or shoes because of credibility as a moderator in this relationship. fitting or quality issues. To overcome such 1.1 Problem Statement challenges, customers and online sellers adopt The main theme of the study is testing the different strategies. For example, customers influence of customer perception on online search for online reviews about products and purchases and the role of online reviews. The sellers before deciding about making an online problem is that with the rise of electronic purchase. By reading the reviews of previous commerce, the issue of quality of the product is customers, a customer can judge the authenticity also becoming prominent. Sometimes customer reasons PC/Laptop or but the convenience smartphone and credible by The customers online against sellers other also use 804 Tahir & Khan, Journal of Research and Reviews in Social Sciences Pakistan, Vol 3 (2), 2020 pp 803-816 makes an online purchase but receives defective context. The findings may also be useful for products or low-quality products or products with academics, students, and future researchers. different specifications. The result is that there 2. Literature Review are a lot of suspicions and a lack of trust attached 2.1. Online Reviews to online shopping in Pakistan. For an online Online reviews refer to customer-generated seller, it is important to understand how different information and recommendations presented factors can contribute to building customer trust online by customers about a product and related and influence customer purchase decisions. The to present study investigates this issue with the help opinion (Bae et al., 2011). Different platforms of factors including online reviews, customer exist which can be categorized as generic such as trust, and source credibility. The study is based epinions.com; on the following problem statement; amazon.com; ‘Investigation of online reviews as an antecedent forums.us.dell.com; and blogs such as twitter of online purchase intention, mediating role of exist for a customer to leave online reviews or trust and moderating role of source credibility in read reviews of other users. Customers use these the context of the social media-based online online reviews as a key source of information for stores’. determining whether to make an online purchase 1.2 Objectives of the Study or not (Kostyr et al., 2016). These online reviews The objectives of the study include testing the provide the potential customer guidance about influence of online reviews on customer online product use, specifications, and feedback. While purchase intention and the mediating role of searching for online reviews, a customer may customer trust. Additionally, the objective is to encounter positive, negative, or both reviews. test if source credibility moderates the mediation However, research in this domain suggests that relationship of customer trust. negative reviews produce greater effects on an 1.3 Significance of the Study individual’s purchase intentions (Cui et al., The study is based on social commerce-based 2012). The popularity of online reviews is marketing in Pakistan for which there is little increasing as research by KPMG (2017) showed literature available. The findings can be useful for that online reviews are given top priority by the management of social media-based online Asian consumers. Similar are the findings of the stores in study by O’Neil et al (2017) which indicated that understanding the factors influencing customer among the various information channels, (such as intentions to purchase especially in the Pakistani paid, earned, and shared channel), customers (e.g. Facebook, Instagram) customers’ experiences, retailers’ websites evaluation, websites of brands and such as such as considered the shared channels such as online 805 Tahir & Khan, Journal of Research and Reviews in Social Sciences Pakistan, Vol 3 (2), 2020 pp 803-816 reviews as the most credible one. Online reviews commerce such as Thinh et al., 2019; Chen & are given high value by the potential customers Wang (2016); Oghazi et al., 2018. Thus, it can be mainly because of the neutrality of these reviews argued that in an online context, trust plays a key (Fang et al., 2014). factor that can make an online business succeed 2.2 Online Purchase Intention or fail. In an online context, purchase intention is about 2.4 Online Review and Purchase Intention customer intention to buy from an online source In a social media e-commerce context, potential (Chen et al., 2007). Different factors such as customers mostly search for reviews from familiarity with the e-commerce platform and the existing customers before deciding on purchase nature of the product being purchased influence from a particular online social media store. Thus, the purchase intentions of a customer. The online reviews significantly predict purchase intentions instead of actual purchase behavior is decisions. Several studies recognized such a often used as a proxy variable in marketing relationship. For example, Beneke et al 2016 literature due to its easier measurement and study showed that the purchase intention of South higher predictive power of actual purchase African behavior (Kim et al., 2009; Lee et al., 2017). influenced by online reviews. A study by Hsu, Therefore, in the present study, online purchase Yu, & Chang (2017) reported that purchase intention is used instead of the actual online intention is predicted by online reviews while the purchase behavior of customers. product type playing a moderating role in this 2.3 Role of Trust in E-Commerce relationship. Other studies also reported similar In a business relationship, trust plays an findings (e.g. Hong et al., 2018; Erkan & Evans, important role as without trust, important 2018). We propose the following hypothesis negotiations and dealings cannot be finalized. In based on the above discussion; the online business context, trust is about the H1: Online reviews have significant effects on belief customer purchase intention. that e-business will not adopt an consumer electronic customers is opportunistic behavior and will not exploit 2.5 Mediating Nature of Customer Trust customers (Hong & Cha, 2013). Higher trust in The mediating nature of customer trust is based online business means customers believe that the on online reviews and customer trust relationship online business will not deceive or cheat them. and subsequently influence of trust on purchase Because of the very nature of the online business, intention. Accordingly, if a potential customer especially in Pakistan, trust is becoming a crucial comes across many positive reviews about a factor in online transactions. Several studies particular seller or product so he/she will likely recognized the importance of trust in social develop a higher trust in such a seller or product 806 Tahir & Khan, Journal of Research and Reviews in Social Sciences Pakistan, Vol 3 (2), 2020 pp 803-816 leading to a higher probability of engaging in the 2.6 purchase process. While, unfavorable feedback Moderator will negatively influence a potential customer In social media, a user may expose to a variety of trust towards an online seller, and the chances of online reviews which pose a challenge to select online purchases will be decreased. Previous credible reviews and discard the non-realistic and studies acknowledge such relationships. For fake reviews (Hlee et al., 2018). If an individual example, a study by Sparks, So, and Bradley considers the source of the information as (2016) showed that peer customer reviews credible, then individuals will be highly likely to influence customer trust levels. Other studies also be influenced by such reviews. On the other hand, found similar results including Güngör & Özgen reviews from an incredible source will have little (2020); Elwalda, et al., 2016; Stouthuysen, et al., influence on individuals. By credible source, it 2018. means the provision of accurate information or Subsequently, customer trust is also found to be information which can be trusted (Visentin et al., influencing the customer purchase intention thus 2019). Previous studies show that the credibility supporting its mediating nature. If a customer has of the source as perceived by the individual higher trust developed on the online seller, so influences their attitude towards the review (e.g. he/she is more likely to engage in purchase Mumuni et al., 2018; Yoon & Kim, 2016; Lou & intention. This is because trust significantly Yuan, 2019). Based on its very nature, we predicts online propose that source credibility can moderate the environment. Available literature supports the mediating relationship of customer trust between predictor nature of trust for purchase intentions as online reviews and purchase intentions. This is cited in different studies. For example, a study by because if an online review source is perceived to Oghazi et al., 2018 highlighted the influence of be lacking credibility, a customer will less likely trust on customers' purchase intention. Other to develop trust and involve in online purchase studies also found similar results including Thinh intention. On the other hand, an online review et al., 2019; Chen & Wang., 2016. Accordingly, source with higher credibility will more likely to we propose the following hypotheses. H2: Online influence customer trust and purchase intention. reviews have significant effects on customer trust. Therefore, we develop the following hypothesis. H3: Trust has a significant effect on customer H5: Source credibility moderates the mediating purchase intention. nature of customer trust between the relationship H4: Trust function as a mediator between the of online reviews and purchase intention. purchase decisions in the Role of Source Credibility as a relationship of online reviews and purchase intention. 807 Tahir & Khan, Journal of Research and Reviews in Social Sciences Pakistan, Vol 3 (2), 2020 pp 803-816 3. Research Method 3.4.Reliability and Validity 3.1 Research Design Reliability is the consistency of results over time The quantitative research method is adopted in (Zikmund et al., 2013). The reliability of the study as it allows empirical testing and suits constructs was tested using the Cronbach alpha with the explanatory nature. The study is cross- and Composite Reliability (CR) and the cut of sectional and employs a survey method for value are 0.60 as suggested by Hair et al., 2017. primary data collection. Convergent and discriminant validity is evaluated 3.2 Population and Sampling as part of the assessment of content validity. The population of the study is online shoppers 3.5 Data Analysis who have made an online purchase through social Data once collected is screened for any errors and commerce websites. For data collection, we used discrepancies. We utilized AMOS version 20 for the convenience non-random sampling approach. conducting confirmatory factor analysis (CFA) The criteria for inclusion are all individuals who for data analysis. The analysis is based on two have made social commerce based online stages. The reliability and validity are tested purchase during the last 6 months. The data was through the analysis of the measurement model in collected through Google online form which was the first stage. The hypotheses are tested by circulated using social media sites including analysis of the structural model in the second Facebook and Twitter. Individuals were first stage. briefed about the objective of the study and if 3.6 Ethics Issues agreed, they have forwarded a link to an online The ethical issues were addressed adequately in questionnaire. The survey generated a usable the present study. For example, all participants sample of 360 participants. were clearly explained about the study objectives. 3.3 Measures All participation was voluntary. No personal Measure for online reviews is adapted from Kim information is obtained and collected data is only et al., 2009 consist of 4 items. Trust is adapted used for the analysis of the present study. This from Chen & Wang (2016) consist of 3 items. data is not handed over to any other organization Purchase intention is measured by 3 items and or individual for any other purpose. based on the measure of Chen &Barnes (2007). 4. Results Source credibility is adapted from Cheung et al., 4.1. Demographic Profile of the Survey 2009) consist of 3 items. A five-point Likert scale Participants is used for measurement. 808 Tahir & Khan, Journal of Research and Reviews in Social Sciences Pakistan, Vol 3 (2), 2020 pp 803-816 second part of the analysis is based on structural Table 1: Demographic Profile Frequency Percentage 284 76 78.9% 21.1% 202 99 56 3 56.1% 27.5% 15.6% .8% 198 123 36 3 55.0% 34.2% 10.0% .8% 219 133 8 60.8% 36.9% 2.2% model Gender Male Female including direct for effects, hypotheses mediation, testing and moderation. Age 18 to 30 30 to 40 40 to 50 Above 50 Qualification Intermediate Bachelor Master Others Marital Status Single Married Divorced assessment Figure 1: Theoretical Model The demographic details in table 1 show that In Table 2 we can observe the result for there were 284 males (78.9%) and 76 females convergent validity and reliability. Accordingly, (21.1%) who participated in the survey. In terms the average variance extracted (AVE>0.05) and of age, 202 respondents belonged to 18 to 30 standardized regression weight (SRW>0.05) are years (56.1%); 99 respondents belonged to 30 to used for testing the convergent validity. The 40 years (27.5%); 56 participants belonged to 40 values are based on the guideline by Hair et al., to 50 years (15.6%); and 3 participants were in 2017. All individual items’ standardized loading the age category of above 50 years (.8%). 198 is above 0.50 and all variables AVE is above 0.50 participants of so it is an indication of convergent validity (Hair intermediate (55%); 123 had a qualification level et al., 2017). The model also shows acceptable of bachelor (34.2%); 36 had a qualification level goodness of fit (χ2/df = 2.530, RMR = 0.031, GFI of master (10%); and 3 had other level = 0.905, AGFI = 0.902, CFI = 0.931, RMSEA = qualifications (.8%). 219 participants were single 0.056). (60.8%); 133 were married (36.9%); and 8 were The internal consistency is assessed using the CR in the divorced category (2.2%). and Cronbach alpha. The CR and Cronbach alpha 4.2. Reliability and Validity Analysis of all constructs are above 0.70 so it shows that Structural equation modeling (SEM) through our scales are reliable. For discriminant validity, AMOS version 18 has been used for analysis. The we used the Fornell & Larcker (1981) criteria of analysis included confirmatory factor analysis comparison of the squared root of AVE with (CFA) for assessing the reliability, validity, and variables correlation. had a qualification level fitness of the proposed measurement model. The 809 Tahir & Khan, Journal of Research and Reviews in Social Sciences Pakistan, Vol 3 (2), 2020 pp 803-816 Table 2: Reliability and Convergent Validity Factor Online Review s (OR) Trust (T) Purcha se Intentio ns (PI) Ite m OR 1 OR 2 OR 3 OR 4 OR 5 T1 T2 T3 PI1 PI2 PI3 Standard ized Factor Loading Cronb ach Alpha Compo site Reliabi lity AV E study that in our moderated mediation model was relevant to the high versus low perceived sourced credibility. The invariance test is used when there is a need to test the structural relationship .607 differences in a model (Hair et al., 2017). Gaskin .732 (2012) suggested procedure is utilized for .789 .808 .53 5 .850 procedure consists of splitting a sample into two .674 separate sets based on the average value. An MS .835 Excel statistical tool is used for examining the .883 .745 .787 .840 .754 .754 .847 .65 1 .812 .59 1 differences between both groups' unstandardized regression weights and critical ratios. We .687 .708 intercepted the resulting z-score and concluded that our sample is invariant as all z-score were SC .757 1 Source .55 Credibi SC .781 .787 .608 2 7 lity SC (SC) .854 3 χ2/df = 2.530, RMR = 0.031, GFI = 0.905, AGFI = 2 .514 .807 .362 .570 3 .392 .362 .769 .422 the common method bias, we utilized the method proposed by Podsakoff, et al., 2003. The common latent factor (CLF) method is based on adding a making a connection with all observed items. Table 3: Discriminant Validity 1 .731 .514 .392 .544 within the acceptable range of 2. Next, for testing latent factor to a common latent factor model and 0.902, CFI = 0.931, RMSEA = 0.056 Online Reviews Trust Purchase Intentions Source Credibility conducting a multi-group invariance test. The 4 .544 .570 .422 .746 The square root of AVE which is in diagonal bold and other values are inter-variable correlation as can be seen in Table 3. The criteria for discriminant validity are fulfilled as all bold values are greater than other values in its respective column and rows. 4.3 Hypotheses Testing Before testing the hypotheses, we performed the multi-group measurement invariance test. This test compares the different groups result in a Next, a comparison is made between the standardized regression weights from this new model with the model without such CLF. Our result indicated no item with a difference of greater than 0.2 so it indicates that common method bias does not create much problem in our study. Next, we assessed the individual coefficients based on path analysis for hypotheses testing. Table 4: Hypotheses Testing- Path Analysis H. No. H1 H2 Relationship Online Reviews>Purchase Intention Online Reviews>Trust Estimate Remarks .352* Supported .691*** Supported 810 Tahir & Khan, Journal of Research and Reviews in Social Sciences Pakistan, Vol 3 (2), 2020 pp 803-816 H3 Trust>Purchase .240* Intention *<.05, **<.01, ***<.001 Supported The result in Table 4 indicates that online reviews exert a significant positive influence on the purchase intention of customers (β=.352, P<0.05) and customer trust (β=.691, P<0.05). Credibility (H5) Source CredibilityHigh Source CredibilityLow Difference .352 .166 .518 .307 .131 438 .045* .035* *<.05, **<.01, ***<.001 .080* Furthermore, trust exerts a significant positive Moderated-mediation effects are presented in influence on purchase intention (β=.240, P<0.05). Table 6 which shows that Source credibility is Thus, we found support for H1, H2, and H3. evaluated as a moderating variable in the study Next, we assess mediation effects. The results are moderating the mediating nature of trust between in the following table. the online reviews and purchase intentions. We Table 5: Hypothesis Testing – Indirect Effects H. No. Path Direct Effect Indirect Effects Remarks tested moderated-mediation by testing the moderated-mediation paths’ significance, and the difference in mediation effects at a high and low level of source credibility. The results are H4 Online .363* .171* Reviews> Trust>Pur chase Intention *<.05, **<.01, ***<.001 Partial Mediation significant indirect effects. The result as shown in Table 5 indicates a reduction in beta size but the significance level remains the same so it is an indication of only partial mediation. Thus, we found partial support for the H4. Next, we assess Table 6: Hypothesis Testing- ModeratedMediation Effect Source (.035, P<.05). The significant difference indicates that source credibility is moderating the online reviews and purchase intention relationship while mediated by trust. Thus, we accept the H5. 4.4 Discussion The study tested the effect of online reviews on customer the moderated-mediation analysis. Online Reviews > Purchase Intentions (Direct Effects) The difference between high and low groups of source credibility for indirect effect is statistically The mediation is tested using the analysis of Online Reviews> Trust> Purchase Intentions (Indirect Effects) calculated for both groups and presented above. purchase intention and trust. Additionally, we tested the mediating nature of trust in this relationship and source credibility as moderating this mediation relationship. The study Total Effects is based on a quantitative approach and we collected data from 360 participants through the survey method. Our key results are that online reviews exert positive and significant effects on 811 Tahir & Khan, Journal of Research and Reviews in Social Sciences Pakistan, Vol 3 (2), 2020 pp 803-816 customer purchase intention and trust thus important in the Western context but equally highlighting the role of the online reviews in the important in the Pakistani context. The role of context of social media-based e-commerce. trust is further highlighted in the study based on Similar results are reported in earlier studies the nature of Pakistani society and the e- including Erkan & Evans 2018; Hong et al., commerce maturity level. Furthermore, source 2018; Elwalda et al., 2016; Stouthuysen et al., credibility plays an important role in the (2018). Other notable findings are that customer relationship between online reviews and customer trust mediates the online reviews and purchase purchase intention while mediated by customer intentions relationship. Even though we only trust. found support for the partial mediation, still it 5.1 Implications highlights the role of trust in the online shopping The implications of the study findings for the context as reported in earlier studies including social media-based e-store owners are that they Thinh et al., 2019; Oghazi et al., 2018; Chen & should develop a positive relationship with Wang (2016). Furthermore, our findings indicate customers based on trust. These store owners that source credibility moderates the mediating should not compromise the quality of products for nature of customer trust. In other words, if source short term gains as it will have negative effects on credibility is low, then online reviews are less business in the long term. Having such a likely to influence customer purchase intention relationship will make customers leave positive while mediated by customer trust. Thus, it shows feedback on social media and thus enable a the significance of the source credibility in the business to attract new customers. Genuine and hypothesized relationships. Source credibility is fair online reviews will enable a customer to also found to be an important factor in online perceive the source as credible and thus will context as found in previous studies including positively influence the customers' trust and Mumuni et al., 2018; Yoon & Kim, 2016; Lou & purchase intentions. On the other hand, if fake Yuan 2019. Overall, our results are supported by reviews are added so potential customers will the literature. soon recognize the pattern and put doubt on the 5. Conclusion quality of reviews leading to discouraging The study concludes that online reviews are purchase intentions. highly important in the context of social media e- 5.2 Limitations and Directions for Future commerce context. These online reviews found to Research be The influencing the purchase intention of study limitations include perceptual individuals as well as their trust level. It can be measures, cross-sectional design, and small concluded that online reviews are not only sample size based on convenience non-random 812 Tahir & Khan, Journal of Research and Reviews in Social Sciences Pakistan, Vol 3 (2), 2020 pp 803-816 sampling. A future researcher can work with a 21-36. larger sample with a mixed or qualitative research DOI:10.1108/02635570710719034 design. Demographic variables such as gender, Cheung, M.Y., Luo, C., Sia, C.L., & Chen, H. age, and variables like product type influence (2009). Credibility of electronic word-of- online reviews and customer purchase intention mouth: relation so these can be used as a moderator in the determinants future studies. recommendations. International Journal References of Electronic Commerce, 13(4), 9-38. Bae, S., & Lee, T. (2011). 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