Ramdzan Ali, Al Amirul Eimer and Mohd Basari, Shahrul Nizam and Abdullah, Nur Nabilah and Ramli, Mohd Safwan and Jalumin, Aiman Hakim
(2024)
How Do Online Review Characteristics Influence Persuasion Effectiveness among E-Commerce Consumers?
International Journal of Academic Research in Business and Social Sciences, 14 (8).
pp. 3206-3216.
E-ISSN 2222-6990
Abstract
This research paper examines the effectiveness of online reviews as a persuasion tool for electronic commerce or e-commerce platforms among Malaysians. Past literature indicates that online reviews are highly influential in shaping consumers' purchase decisions. The study also found that the persuasiveness of online reviews is affected by several factors, including the brand awareness of the reviewer, the perceived value of the product in the review and the brand personality shown in the review made. A set of questionnaires was developed
through adopting and adapting in order to collect data and was distributed to the
respondents. Upon obtaining the results, it was found that brand personality is a factor that
highly influences the persuasion of Malaysian e-commerce users when it comes to purchasing
products online. The findings of this study have implications for e-commerce businesses in
Malaysia, highlighting the importance of managing online reviews to build trust and credibility
with customers, and leveraging the persuasive power of online reviews to drive sales and
customer loyalty.
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