Impact of Review Quantity, Review Quality, Reviewer Expertise, Product/Service Rating on Purchase Intention: The Moderating Effect of Consumer Trust

Abstract

This study examines how review quantity, quality, expertise, and product/service rating affect consumer purchase intention. The research examines the moderating impact of consumer trust to better understand how internet reviews affect consumer decision-making. Online reviews significantly influence consumer perceptions and choices in the digital age. However, the literature does not examine how review quantity, quality, reviewer expertise, and product/service ratings affect purchase intention. Effective e-commerce strategies need understanding review credibility and customer trust’s moderating effects. This study uses a quantitative approach to analyze survey data from a broad sample of internet customers. Data was collected from 385 internet users in Pakistan. The study found complex correlations between review quantity, quality, reviewer competence, product/service ratings, and purchase intention. Consumer trust modifies these interactions, emphasizing its importance in review influence. The study provides a complete examination of the complex relationship between review-related criteria and purchase intention, adding to the current knowledge. The moderating impact of customer trust helps us comprehend digital consumer decision-making mechanisms. Businesses, marketers, and politicians can use the study's findings to improve online reviews and e-commerce platform trust. The moderating effects clarify consumer decision-making mechanisms and help businesses strategically manage online reviews, build credibility, and build consumer trust in e-commerce platforms. The study affects marketers, policymakers, and enterprises seeking online and consumer relations optimization.