Hermawan, Jonathan and Ryan, Sebastian (2019) The effects of perceived quality and usefulness of consumer reviews on review reading and purchase intention in tokopedia towards gen z in Jakarta. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Review quality is a recently interesting subject to research the past decade, as the existence of online review system is concluded to have great effect to the usage of purchase intention in e-commerce platforms. Therefore, this study discusses three variables that influences purchase intention, which are negative perception of review quality, perceived usefulness of consumer reviews, and review reading activity. Data is gathered from 151 valid respondents through questionnaire and analyzed using statistical programs SPSS and AMOS. Analysis used are SEM and Path analysis to test the hypotheses. Results show that negative perception of review quality and perceived usefulness of consumer reviews significantly affect review reading activity which indirectly influences purchase intention as review reading activity significantly influences purchase intention, signifying the importance of consumer reviews in purchase intention in e-commerce platforms.
| Item Type: | Thesis (Bachelor) | |||||||||
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| Uncontrolled Keywords: | negative perception; perceived usefulness; online reviews; e-commerce; purchase intention; review reading activity | |||||||||
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | |||||||||
| Divisions: | University Subject > Current > Faculty/School - UPH Karawaci > Business School > Management Current > Faculty/School - UPH Karawaci > Business School > Management |
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| Depositing User: | Users 928 not found. | |||||||||
| Date Deposited: | 06 Feb 2020 08:24 | |||||||||
| Last Modified: | 21 Apr 2020 02:21 | |||||||||
| URI: | http://repository.uph.edu/id/eprint/6725 |
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