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研究生:玉鳳
研究生(外文):SADANUN HEETCHUAI
論文名稱(外文):The Impact of Review Credibility on Purchase Intention: The Mediating Role of Brand Image
指導教授:陳昭蓉陳昭蓉引用關係
指導教授(外文):CHEN, JAU-RONG
口試委員:陳昭蓉薄榮薇范氏垂蓉
口試委員(外文):CHEN, JAU-RONGPO, WEI-RUNGPHAM THI THUY DUNG
口試日期:2024-05-27
學位類別:碩士
校院名稱:明志科技大學
系所名稱:國際企業管理碩士學位學程
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2024
畢業學年度:112
語文別:英文
論文頁數:106
外文關鍵詞:Online ReviewsEWOMReview CredibillityBrand ImagePurchase Intention
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ABSTRACT

The popularity of online shopping through e-commerce platforms is consecutively increasing worldwide. Particularly in Southeast Asia, Thailand is one of the fastest-growing countries in e-commerce, and the number of Thai online consumers has risen dramatically since 2011. Due to the rapid growth of online shopping, online reviews have become a significant source of product and service information for consumers and businesses, and the assessment of online reviews has become important and can be concerning. This study aims to investigate the impact of review credibility on purchase intention in the context of Thai consumers, taking into consideration the accuracy, completeness, timeliness, review quantity, and reviewer expertise of review credibility while also considering the mediation effects of brand image. The online questionnaire in this study is adapted from several existing literatures and there were 267 participants in total. The statistical results of the multiple regression test indicated that review credibility is significantly and positively impact purchase intention as well as brand image. The brand image also significantly and positively affects purchase intention. In terms of the mediating role of brand image, the results indicated that there is a partial mediation in the relationship between the independent and dependent variables. Accordingly, research conclusion, implications, limitation, and recommendation for future research are also discussed.

Keywords: Online reviews, EWOM, Review Credibility, Brand Image, Purchase Intention

TABLE OF CONTENTS
Recommendation Letter from the Thesis Advisor i
Thesis Oral Defense Committee Certification ii
ABSTRACT iii
TABLE OF CONTENTS iv
LIST OF FIGURES vii
LIST OF TABLES viii
Chapter 1 INTRODUCTION 1
1.1 Research Background 1
1.2 Problem statement 6
1.3 Research Objective 7
1.2 Research questions 8
1.3 Research structure 8
Chapter 2 LITERATURE REVIEW 10
2.1 Elaboration likelihood model (ELM) 10
2.2 Electronic Word of Mouth (eWOM) 11
2.3 Review Credibility 16
2.3.1 Accuracy 17
2.3.2 Completeness 17
2.3.3 Timeliness 18
2.3.4 Review Quantity 19
2.3.5 Reviewer Expertise 19
2.4 Mediation Effect: Brand Image 24
2.4.1 Perceived quality 25
2.4.2 Brand Attitude 26
2.4.3 Brand Awareness 27
2.5 Purchase Intention 28
2.5.1 Information Search 31
2.5.2 Perceived ease of use 31
2.5.3 Purchase decision 32
2.6 Research Framework 33
Chapter 3 RESEARCH METHOD 35
3.1 Research Design 35
3.2 Data collection 35
3.3 Measure 36
3.4 Data analysis 49
Chapter 4 RESULTS 50
4.1.1 Reliability of the Instruments 50
4.2 Results 53
4.2.1 Respondent’s general information 53
4.3 Exploratory Factor Analysis 56
4.4 The Correlations of Measurements 63
4.5 Regression analysis 66
4.5.1 The impact of Review Credibility on Purchase Intention 66
4.5.2 The impact of Review Credibility on Brand Image 67
4.5.3 The Impact of Brand Image on Purchase Intention 69
4.5.4 The impact of Review Credibility and Brand Image as a mediator on Purchase Intention 70
Chapter 5 CONCLUSIONS 78
5.1 Conclusions and Discussions 78
5.2 Implications 82
5.3 Limitations and Recommendations 83
REFERENCES 84
APPENDIX 93

LIST OF FIGURES
Figure 1.1 Statistic on Reviews and Other User Generated Content (Valtonen, 2023) 3
Figure 1.2 Customer Reviews Statistics You Must Learn: 2023 Market Share Analysis & Data (Anthony, 2023) 4
Figure 1.3 Research Process 9
Figure 1.4 Research Model 33

LIST OF TABLES
Table 2.1 A non-exhaustive summary of literature in the domain of review credibility and eWOM 14
Table 2.2 Overview of Exogenous Constructs and Relevant Sources for Model Development 21
Table 3.1 Table of Construct and Item Questions 38
Table 4.1 Cronbach’s alpha values 50
Table 4.2 Demographic Characteristics 53
Table 4.3 KMO and Bartlett's Sphericity Test 57
Table 4.4 The Eigenvalue and Variance Explained of Review Credibility 58
Table 4.5 Review Credibility Factor Loadings 59
Table 4.6 The Eigenvalue and Variance Explained of Brand Image 60
Table 4.7 Brand Image Factor Loadings 61
Table 4.8 The Eigenvalue and Variance Explained of Purchase Intention 62
Table 4.9 Purchase Intention Factor Loadings 63
Table 4.10 Correlation Coefficient 65
Table 4.11 Review Credibility to Purchase Intention 66
Table 4.12 Review Credibility to Brand Image 68
Table 4.13 Brand Image to Purchase Intention 69
Table 4.14 Review Credibility and Brand Image as a mediator to Purchase Intention 71
Table 4.15 Review Credibility (Accuracy) and Brand Image as a mediator to Purchase Intention 72
Table 4.16 Review Credibility (Completeness) and Brand Image as a mediator to Purchase Intention 73
Table 4.17 Review Credibility (Timeliness) and Brand Image as a mediator to Purchase Intention 74
Table 4.18 Review Credibility (Review Quantity) and Brand Image as a mediator to Purchase Intention 75
Table 4.19 Review Credibility (Reviewer Expertise) and Brand Image as a mediator to Purchase Intention 76
Table 5.1 Research Hypothesis Verification Results 81


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