Impact of Online Customer Review (OCR) on Customer Trust Toward Websites and Online Shopping Using Source Credibility Theory (SCT) and Technology Acceptance Model (TAM)

The emergence of the Internet has created a compelling platform for doing business-to-customer transactions, which is online shopping. Customers do face obstacles in their plans to make purchases, though. They are apprehensive about the product’s quality when they buy something online because they can’t physically see or touch it. As a result, building strong customer relationships and increasing sales required an effective marketing approach that included a focus on online customer trust. Online customer reviews have received considerable attention since they help to increase consumers’ trust in commercial and online shopping sites. In the context of apparel and accessories, the current study seeks to determine how online customer reviews affect consumers’ trust in websites and online stores. In this study, in addition to other considerations, the source credibility theory (SCT) and the technology acceptance model (TAM) were utilized. The four factors of perceived utility, perceived ease of use, perceived control, and source trustworthiness of online customer evaluations were the main subjects of the study. According to statistical analysis of data obtained from 490 respondents in Phnom Penh, Cambodia, the perceived control, convenience of use, and reliability of the source of online customer evaluations all have a favorable impact on consumers’ trust in websites and online retailers. The perceived value of online customer reviews, conversely, has no appreciable impact on consumers’ faith in online purchase.