ISSN: 2222-6990
Open access
This research paper examines the effectiveness of online reviews as a persuasion tool for electronic commerce or e-commerce platforms among Malaysians. Past literature indicates that online reviews are highly influential in shaping consumers' purchase decisions. The study also found that the persuasiveness of online reviews is affected by several factors, including the brand awareness of the reviewer, the perceived value of the product in the review and the brand personality shown in the review made. A set of questionnaires was developed through adopting and adapting in order to collect data and was distributed to the respondents. Upon obtaining the results, it was found that brand personality is a factor that highly influences the persuasion of Malaysian e-commerce users when it comes to purchasing products online. The findings of this study have implications for e-commerce businesses in Malaysia, highlighting the importance of managing online reviews to build trust and credibility with customers, and leveraging the persuasive power of online reviews to drive sales and customer loyalty.
Ariff, M. S. M., Sylvester, M., Zakuan, N., Ismail K., & Ali, K. M. (2014). Consumer Perceived Risk, Attitude and Online Shopping Behaviour; Empirical Evidence from Malaysia. Materials Science and Engineering, 58(1), 1-10.
Ary, D., Jacobs, L. C., & Sorensen, C. K. (2010). Research Approaches in Education. In Introduction to Research in Education (8th ed., pp. 22–39). essay, Cengage Learning. Retrieved April 1, 2023, from http://repository.unmas.ac.id/medias/journal/EBK-00124.pdf
Chakraborty, U. (2019). The impact of source credible online reviews on purchase intention: The mediating roles of brand equity dimensions. Journal of Research in Interactive Marketing, 13(2), 142-161.
Chen, Y. J., & Chen, C. C. (2018). The effects of online reviews on purchase intention: A study of perceived value as a mediator. Journal of Consumer Behavior, 17(4), 374-386
Cheung, C. M., & Thadani, D. R. (2012). The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Decision Support Systems, 54(1), 461-470
Jacobsen, S. (2018), “Why did I buy this? The effect of WOM and online reviews on post purchase attribution for product outcomes, Journal of Research in Interactive Marketing, 12(3), 370-395.
Kim, D., & Lee, H. (2021). The impact of online reviews on purchase intention: The role of brand familiarity and trust. Journal of Hospitality and Tourism Management, 46, 19-27.
Koe, W. L., & Sakir, N. A. (2020). The motivation to adopt e-commerce among Malaysian entrepreneurs. Organizations and Markets in Emerging Economies, 11(1), 189-202.
Lin, Y. H., Hung, K. P., & Chen, C. H. (2018). The impact of online reviews on consumers' purchase intentions: The moderating role of brand personality. Journal of Business Research, 88, 63-73.
Liu, X., Hu, J., & Xu, B. (2017). Does eWOM matter to brand extension? An examination of the impact of online reviews on brand extension evaluations. Journal of Research in Interactive Marketing, 11(3), 232-245..
Md Saad, N. H., & Yaacob, Z. (2022). Malaysian Government Digital Transformation Stimulus Accelerate the Growth of SMEs in E-commerce Ecosystems: The Recovery Phase of the Post Covid-19 Pandemic in 2020. Marketing and Smart Technologies, 2, 673-683.
Mohd Satar, N. S., Dastane, D. O., & Ma’arif, M. Y. (2019). Customer value proposition for E-Commerce: A case study approach. International Journal of Advanced Computer Science and Applications, 10(2), 454-458.
Osman, S., & Ying, L. H. (2022). The Influence of Online Consumer Reviews on Purchase Intention among Young Adults. Global Business and Management Research: An International Journal, 14(3), 222-237.
Racherla, P., & Friske, W. (2012). Perceived 'usefulness' of online consumer reviews: An exploratory investigation across three services categories. Electronic Commerce Research and Applications, 11(6), 548-559.
Rahman, M. A., Abir, T., Yazdani, D. M. N., Hamid, A. B. A., & Al Mamun, A. (2020). Brand image, eWOM, trust and online purchase intention of digital products among Malaysian consumers. Journal of Xi’an University of Architecture & Technology, 12(3), 4935-4946.
Schau, H. J., Muñiz Jr, A. M., & Arnould, E. J. (2009). How brand community practices create value. Journal of Marketing, 73(5), 30-51
Shuraddin, S. K. M., & Adnan, W. H. (2022). E-commerce platforms and social media tools: The impact on Malaysian young adults’ buying behaviour. SEARCH Journal of Media and Communication Research,15-27.
Song, Y., & Lee, S. (2021). The effect of brand personality on perceived usefulness of online reviews: Focusing on the role of self-congruity. Journal of Business Research, 123, 119-128
Sun, Y., Li, S., Wang, C., & Liang, X. (2021). The impact of online reviews on brand loyalty: The moderating role of perceived value. Journal of Business Research, 126, 152-163.
Wu, L., & Liu, C. (2019). Understanding the effects of online reviews on consumer purchase intention based on brand familiarity, trustworthiness and product type. Journal of Retailing and Consumer Services, 51, 152-162.
Yang, Y., Li, J., & Lin, Y. (2021). The impact of online reviews on purchase intention: The moderating role of brand awareness. Journal of Business Research, 135, 437-445.
Jalumin, A. H., Ali, A. A. E. R., Ramli, M. S., Abdullah, N. N., & Basari, S. N. M. (2024). How Do Online Review Characteristics Influence Persuasion Effectiveness among E-Commerce Consumers? International Journal of Academic Research in Business and Social Sciences, 14(8), 3206–3216.
Copyright: © 2024 The Author(s)
Published by HRMARS (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode