Online Retail Store Community Engagement and Its Impact on Purchase Intentions in the Context of Online Reviews

Online Retail Store Community Engagement and Its Impact on Purchase Intentions in the Context of Online Reviews

Cara Peters (Winthrop University, USA) and Charles D. Bodkin (The University of North Carolina at Charlotte, USA)
Copyright: © 2022 |Pages: 15
DOI: 10.4018/IJOM.288424
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Abstract

Consumers want to engage with the retail store community in the shopping context. This study examines how consumers’ perceptions of source credibility and perceived usefulness of online reviews impact an intention to engage with the online retail store community and purchase intentions. The study also identifies differences when reviews are posted by customers versus store employees. Results show that the proposed relationships within the structural model are significant and reviews posted by store employees are seen as more credible, whereas reviews posted by other customers are perceived to be more useful. Theoretical and managerial implications are discussed.
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Literature Review And Hypotheses

While there is plethora of studies on community in marketing, the literature on retail store community is just beginning and has been mostly focused on physical stores, as opposed to online shopping (Borghini et al., 2009; Jones & Kim, 2011; Peters & Bodkin, 2018). And while there are numerous papers on online reviews, there are virtually no studies to date examining the impact of reviews on community engagement in the context of online shopping. Although this study is primarily grounded in theory on community, theories related to online reviews were also incorporated into the development of the hypotheses.

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