Abstract
This article focuses on how reviews quality and community relationship influence consumers' purchase intention. Community users of Kaola, a cross-border e-commerce import platform, were investigated through questionnaires to establish the research model and hypotheses. The empirical results show that on the central path, quality of online community reviews positively influences reviews usefulness and reviews usefulness positively influences consumers' purchase intention. If the relationship between reviews’ recipients and platform is stronger, the greater the positive impact on reviews usefulness and consumers' purchase intention. On the edge path, reviews source credibility positively influences reviews usefulness. As an intermediary variable, reviews usefulness positively influences consumers' purchase intention. The relationship strength between reviews’ recipients and platform also positively moderates the relationship between reviews source credibility, reviews usefulness and consumers' purchase intention. In addition, reviews quality as the central path, has stronger influence than reviews source credibility of the edge path.
Recommended Citation
Wang, Rui; Li, Chen; and Yang, Liu, "How Reviews Quality and Community Relationship of Cross-border E-commerce Influence Consumers' Purchase Intention?" (2022). WHICEB 2022 Proceedings. 46.
https://aisel.aisnet.org/whiceb2022/46