The Moderating Effects of Two Types of Online Reviews in Social Media on Smartphone Trust and Purchase Intention among Gen Z
摘要
In recent years, Chinese smartphone brands have gained popularity internationally, especially in developing nations like Indonesia. Consumers are slowly realizing the value and functionality of Chinese smartphones, despite their negative reputation. While the reviews may be positive, corporations often use influencers or consumers to evaluate online. However, this strategy is not always reliable. Customers are generally distrustful of reviews. More research is needed to determine the drivers of buy intention for Chinese brand cellphones, including customer and influencer online reviews as moderating variables in the trust-purchase intention link. A sample of 150 Gen Z participants was analyzed using SmartPLS 3.0 and Structural Equation Modeling - Partial Least Square (PLS-SEM). This study found that online reviews from customers and influencers do not moderate trust and purchase intention. The study found that internet reviews can influence purchasing intentions, supporting influencers. This study is restricted by the lack of influencer criteria and age variety. Thus, more investigation is advised.