Date of Publication

8-31-2021

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Business Management

Subject Categories

E-Commerce

College

Ramon V. Del Rosario College of Business

Department/Unit

Decision Sciences and Innovation Dept

Honor/Award

Gold Medal

Thesis Advisor

Ruth Angelie B. Cruz

Defense Panel Chair

Cristina Teresa N. Lim

Defense Panel Member

Maria Theresa A. Gerial

Abstract/Summary

E-commerce has revolutionized the way consumers shop for goods and services, and there have been recent drastic developments in the industry due to the COVID-19 pandemic. However, the way online reviews are crafted has also evolved with the changing landscape of online shopping–making more online consumers prone to falling victim to fake online reviews. With limited face-to-face interactions in making online purchases, consumers can only judge the authenticity of reviews with linguistic cues. Given this, the study aims to assess the mediating role of the perceived authenticity of online reviews on the relationship between the linguistic cues of perceived comprehensibility, perceived specificity, perceived exaggeration, and perceived tentativeness, and consumer purchase intention. The results from 400 respondents revealed that perceived authenticity partially mediates the relationship between perceived comprehensibility, specificity, and tentativeness and purchase intention, while it completely mediates the relationship between perceived exaggeration and purchase intention. Key recommendations for online consumers, managers of e-commerce platforms, designers of online review sites, the government, and future researchers were also provided in light of the research findings.

Abstract Format

html

Language

English

Keywords

Consumer behavior; Consumer complaints; Electronic commerce; Disinformation

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Embargo Period

9-20-2022

Available for download on Tuesday, September 20, 2022

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