How Do Online Reviews Impact Purchasing Decisions? --Mediation of Perceived Usefulness
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Yujie Fan, Yue Meng
Online reviews play an increasingly significant role in online purchase. Online reviews of hotels affect purchase intention due to intangibility of service provided by hotels. This thesis formulated a model among online reviews which is the research object, perceived usefulness and purchase intention of consumers in terms of Technology Acceptance Model. Positivism analyze was used to examine accuracy of the model and hypothesis. Research shows that the quality and quantity of online reviews have positive impacts on Perceived Usefulness; perceived usefulness has a mediating effect between online reviews of hotels and purchase intention of consumer.
Online reviews, Purchase intention of consumer, Perceived usefulness