The Role of Online Video Reviews towards E-commerce Purchase intention in Indonesia : Mediating role of Perceived Risk
Dennis Soetanto

Faculty of Business and Economics, University of Indonesia Jalan Salemba Raya No.4, Jakarta 10430, Indonesia

Abstract

During the rapid development of internet usage in the 21st century, more and more consumers are using the internet as a medium when finding information to determine a product attributes or specifications. Among the three types of goods in the SEC product classification framework, consumers are faced with a higher degree of uncertainty when making purchasing decisions on experience and credence goods compared to search goods. The purpose of this study was to determine the effect of online customer reviews and the importance of retailer attributes on the purchase intentions of experience goods on Indonesian e-commerce marketplace platforms with perceived risk as a mediation. The findings of this study reveal that online video review has a significant positive impact on purchase intention but an insignificant impact on perceived risk, the importance of retailer attributes has a significant negative impact on purchase intention and a significant positive impact on perceived risk.

Keywords: EWOM- Online Video Review- Purchase Intention- Perceived Risk- E-commerce

Topic: Digital Marketing