Beyond the Click : How Online Customer Reviews Influence Purchase Intention and Brand Perception in Swedish Electronic Accessories Market

Sammanfattning

Background: More consumers are relying on online reviews when purchasing products in the current digital era and therefore, marketers must understand the impact of different types of online reviews on consumer decision-making. Purpose: The aim of the study is to explore the relationship of online reviews and purchase intention as they relate to valence, source credibility, and information richness. Additionally, to identify if perceived brand trust and perceived brand quality mediate the relationship of online reviews and purchase intention. Method: Quantitative methodology has been adopted in this study with a positivist philosophy. An online survey was conducted to collect data from individuals who have experience purchasing electronic accessories from an online retailer, and the data was analysed using structural equation modelling using Smart PLS 4.0 to determine the relationships and mediation between the variables. Conclusion: The findings show that online customer review characteristics have a considerable impact on purchase intention, largely via the mediating roles of perceived brand trust and brand quality. While review valence and source credibility had no direct effect on purchase intention, they were completely mediated by brand perceptions. Information richness had a direct and indirect effect on purchase intention via brand quality. Overall, 9 out of 11 hypotheses were supported, demonstrating that Swedish consumers use online reviews to establish brand assessments, which then drive purchase decisions in the electronic accessories sector.