The Role of Ownership and Attention Drives Buying
Keywords:
Kredibilitas Ulasan, Niat Pembelian, E-Commerce, Ulasan yang Dirasakan, KognisiAbstract
This study investigates how perceived review credibility affects purchase intention, with an emphasis on the mediating effect of perceived belongingness and the moderating effect of need for cognition. This research employed a quantitative method, gathering data from 233 online retail customers via an online survey. The study demonstrated that the need for cognition and perceived review credibility had a substantial impact on purchase intention. The increased sense of belongingness from credible review also boosted the desire to buy. It was discovered that the need for cognition moderated the connection between belongingness and purchase intent, particularly among those with a strong desire for cognition. Purchase intention is significantly influenced by psychological factors like the need for cognition and the sense of belongingness. To enhance purchase intention, marketers should prioritize trustworthy reviews, strengthen community development, and create successful communication tactics for consumers with a strong need for cognition.References
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