Online Review and Customer Purchase: An Empirical Reflection from TikTok


Authors

  • Le Xuan Cu Thuongmai University
  • Doan Thi Thu Hoai Thuongmai University
  • Tran Thi Lan Phuong Thuongmai University
  • Nguyen Thanh Lam Thuongmai University
DOI: https://doi.org/10.57110/jebvn.v3i5.265

Keywords:

Online review, TikTok, purchase intention

Abstract

The purpose of this study is to investigate factors affecting online review credibility, and subsequently to examine its impact on online purchases via TikTok. A conceptual model is formulated based on the Elaboration Likelihood Model (ELM). Data was gathered from 386 respondents who tend to make online purchases due to TikTok-based online reviews. Structural equation modeling (SEM) was applied to test the research model. Results revealed that online review credibility is affected by accuracy, timeliness, review quantity, and perceived usefulness. Moreover, online review credibility motivates online purchase intention via TikTok. Lastly, theoretical and practical implications are discussed.

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Published

25-10-2023

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How to Cite

Le Xuan Cu, Doan Thi Thu Hoai, Tran Thi Lan Phuong, & Nguyen Thanh Lam. (2023). Online Review and Customer Purchase: An Empirical Reflection from TikTok. VNU JOURNAL OF ECONOMICS AND BUSINESS, 3(5), 82. https://doi.org/10.57110/jebvn.v3i5.265

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Original Article