Consumers' Purchase Intention on Social Media: Online Reviews, Perceived Usefulness, and Network Trust
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The purpose of this study was to explore whether online reviews in social media affect users' purchase intention. This study selected Weibo, a social media platform that has nothing to do with e-commerce shopping but has a wide influence in China, as an example, which were completed by an online questionnaire filled in by 220 Weibo users. The results showed that online reviews positively affected purchase intention, and perceived usefulness mediated online reviews and purchase intention; network trust positively regulated the relationship between online reviews and perceived usefulness.
Social media, Online reviews, Purchase intention