The study of online reviews and its relationship to online purchase intention for electronic products among the millennials in Malaysia
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 5 March 2020
Issue publication date: 12 October 2020
Abstract
Purpose
The purpose of this research is to examine the type of online reviews (review timeliness, review quantity, and review valence) and its relationship toward online purchase intention for electronic products among millennials in Malaysia.
Design/methodology/approch
The quantitative approach and simple random sampling methodology were used in this research. Data were gathered through a survey instrument, and the partial least squares structural equation modeling (PLS-SEM) technique was subsequently applied to 215 responses. The model explained 36.3 percent variation of the major constructs in relation to online purchase intention of electronic products amongst Malaysian millennials.
Findings
Review timeliness is the most influential online reviews element towards Malaysian millennials' online purchase intention for electronic products.
Originality/value
This research project has provided the researcher and marketers with more clarity into the area of online purchase intention for electronic products, which is a volatile and dynamic area with continuous uncertainty.
Keywords
Citation
Cheong, J.W., Muthaly, S., Kuppusamy, M. and Han, C. (2020), "The study of online reviews and its relationship to online purchase intention for electronic products among the millennials in Malaysia", Asia Pacific Journal of Marketing and Logistics, Vol. 32 No. 7, pp. 1519-1538. https://doi.org/10.1108/APJML-03-2019-0192
Publisher
:Emerald Publishing Limited
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