The Influence of Online Customer Reviews on Brand Attitudes and Repurchase Intentions in E-Commerce in China

Tianyang Zhang; Khai Loon Lee; Puteri Fadzline Muhamad Tamyez

doi:10.47405/mjssh.v10i2.3203

Tianyang Zhang Faculty of Industrial Management, Universiti Malaysia Pahang Al-Sultan Abdullah Lebuhraya Persiaran Tun Khalil Yaakob, 26300, Kuantan, Pahang, Malaysia
Khai Loon Lee Faculty of Industrial Management, Universiti Malaysia Pahang Al-Sultan Abdullah Lebuhraya Persiaran Tun Khalil Yaakob, 26300, Kuantan, Pahang, Malaysia.
Puteri Fadzline Muhamad Tamyez Faculty of Industrial Management, Universiti Malaysia Pahang Al-Sultan Abdullah Lebuhraya Persiaran Tun Khalil Yaakob, 26300, Kuantan, Pahang, Malaysia.

DOI: https://doi.org/10.47405/mjssh.v10i2.3203

Keywords: Online customer reviews, Brand attitudes, Repurchase intentions, e-commerce, Consumer behavior

Abstract

Online customer reviews (OCRs) play a pivotal role in shaping consumer behavior in the e-commerce landscape, particularly in China, where digital platforms dominate retail. This study explores the influence of OCRs on brand attitudes and repurchase intentions through a qualitative approach, utilizing in-depth interviews with e-commerce consumers. The findings reveal that the credibility and trustworthiness of OCRs, shaped by factors such as verified purchases, visual evidence, and detailed content, significantly impact consumer perceptions of brands. Positive reviews enhance trust and loyalty, while negative reviews have a stronger deterrent effect on repurchase intentions, particularly when corroborated by multiple sources. Emotional engagement with OCRs emerged as a critical mechanism, with relatable and detailed reviews resonating more profoundly with consumers. Cultural factors, including collectivist values and the integration of social media with e-commerce platforms, amplify the influence of OCRs by fostering community validation and social proof. The study highlights the importance of active review management for brands, emphasizing strategies such as encouraging authentic and detailed reviews, addressing negative feedback constructively, and leveraging social media to build trust and loyalty. These findings offer valuable insights for e-commerce businesses aiming to enhance customer engagement and drive repeat purchases in a competitive digital market. Future research is recommended to explore the integration of advanced technologies, such as AI, to further optimize the effectiveness of OCRs.

Downloads

Download data is not yet available.

References

Artana, I. M., Fattah, H., Putra, I. G. J. E., Sariani, N. L. P., Nadir, M., Asnawati, & Rismawati. (2022). Repurchase intention behavior in b2c e-commerce. International Journal of Data and Network Science, 6(1), 147–154. https://doi.org/10.5267/J.IJDNS.2021.9.013

Boger, C. A., Kwon, J., Charmchian, M., Ritter, M., & Taylor, S. T. (2023). Beer Style Advocacy: Strengthening the Relationship Between Consumers’ Satisfaction and Repurchase Intention. Journal of Foodservice Business Research, 26(1), 1–26. https://doi.org/10.1080/15378020.2021.1970500

Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77–101.

Cunningham, N., & De Meyer-Heydenrych, C. (2021). Premium versus affordable clothing retailers: what are customer expectations for satisfaction and repurchase intentions? International Journal of Retail and Distribution Management, 49(6), 752–771. https://doi.org/10.1108/IJRDM-07-2020-0265

Hong, J. H. (Jenny), Yang, J., Wooldridge, B. R., & Bhappu, A. D. (2022). Sharing consumers’ brand storytelling: influence of consumers’ storytelling on brand attitude via emotions and cognitions. Journal of Product and Brand Management, 31(2), 265–278. https://doi.org/10.1108/JPBM-07-2019-2485

Hwang, J., Abbas, J., Joo, K., Choo, S. W., & Hyun, S. S. (2022). The Effects of Types of Service Providers on Experience Economy, Brand Attitude, and Brand Loyalty in the Restaurant Industry. International Journal of Environmental Research and Public Health, 19(6). https://doi.org/10.3390/ijerph19063430

Jhamb, D., Aggarwal, A., Mittal, A., & Paul, J. (2020). Experience and attitude towards luxury brands consumption in an emerging market. European Business Review, 32(5), 909–936. https://doi.org/10.1108/EBR-09-2019-0218

Ji, K., & Ha, H. Y. (2021). An empirical test of mobile service provider promotions on repurchase intentions. Sustainability (Switzerland), 13(5), 1–14. https://doi.org/10.3390/su13052894

Khalifa, M., & Liu, V. (2007). Online consumer retention: Contingent effects of online shopping habit and online shopping experience. European Journal of Information Systems, 16(6), 780–792. https://doi.org/10.1057/palgrave.ejis.3000711

Kim, K., & Baker, M. A. (2022). Luxury Branding in the Hospitality Industry: The Impact of Employee’s Luxury Appearance and Elitism Attitude. Cornell Hospitality Quarterly, 63(1), 5–18. https://doi.org/10.1177/19389655211022660

Kuo, C. H., Huang, M. H., & Huang, C. I. (2023). The Anti-Corruption Campaign, Luxury Consumption, and Regime Trust in China: Changing Patterns of Perceived Political Risk and Their Consequences. Journal of Contemporary China, 32(140), 243–263. https://doi.org/10.1080/10670564.2022.2071895

Liao, C., Lin, H. N., Luo, M. M., & Chea, S. (2017). Factors influencing online shoppers’ repurchase intentions: The roles of satisfaction and regret. Information and Management, 54(5), 651–668. https://doi.org/10.1016/j.im.2016.12.005

Lin, J., Yan, Y., Chen, S., & Luo, X. (2017). Understanding The Impact Of Social Commerce Website Technical Features On Repurchase Intention: A Chinese Guanxi Perspective. Journal of Electronic Commerce Research, 18.

Mir, I. A., & Salo, J. (2024). Analyzing the Influence of Social Media Influencer’s Attributes and Content Esthetics on Endorsed Brand Attitude and Brand-Link Click Behavior: The Mediating Role of Brand Content Engagement. Journal of Promotion Management, 30(1), 1–28. https://doi.org/10.1080/10496491.2023.2251461

Natasha, M. E., Yolanda, S. A., Magfirroh, V. S., Adam, M. K., & Yuniarty. (2023). Factor Analysis of Customer Satisfaction Towards Repurchase Intentions In Online Shopping For Daily Necessities on E-Commerce Sites. 067–072. https://doi.org/10.1109/icbir57571.2023.10147469

Phan Tan, L. (2023). Customer participation, positive electronic word-of-mouth intention and repurchase intention: The mediation effect of online brand community trust. Journal of Marketing Communications, 30(7). https://doi.org/10.1080/13527266.2023.2177709

Rathee, S., Taylor, C. R., & Gupta, A. (2024). The appeal of blurred imagery: Enhancing advertising and brand attitudes for luxury goods. Journal of Business Research, 182. https://doi.org/10.1016/j.jbusres.2024.114795

Sharma, P., Srivastava, A., Sharma, V., Singh, N., & Nijjer, S. (2024). Understanding consumer repurchase intentions towards luxury retail brands: Evidence from an emerging market. Journal of Retailing and Consumer Services, 76. https://doi.org/10.1016/j.jretconser.2023.103570

Sun, Z., Zhao, H., & Wang, Z. (2022). How does group-buying website quality for social commerce affect repurchase intention? Evidence from Chinese online users. Asia Pacific Journal of Marketing and Logistics, 34(10), 2109–2129. https://doi.org/10.1108/APJML-04-2021-0231

Walsh, M. F., Winterich, K. P., & Mittal, V. (2011). How re-designing angular logos to be rounded shapes brand attitude: Consumer brand commitment and self-construal. Journal of Consumer Marketing, 28(6), 438–447. https://doi.org/10.1108/07363761111165958

Yao, Q., Hu, C., & Du, J. (2023). Influence of consumption resources on observers’ attitudes towards luxury brands: the perspective of power distance belief. Journal of Product and Brand Management. https://doi.org/10.1108/JPBM-03-2022-3920

Yu, S. (2022). Research on the Marketing Strategy of Luxury Brands in China. Proceedings of the 2022 7th International Conference on Social Sciences and Economic Development (ICSSED 2022).