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What is Impact of Online Reviews on Purchase Intent about?

This study investigates the impact of perceived derived attributes of online customer reviews (OCRs) on customer trust and purchase intention, utilizing a model that integrates the Technology Acceptance Model (TAM) and the Theory of Planned Behaviour (TPB). Findings reveal that perceived usefulness, ease of use, enjoyment, and control significantly influence customer trust and intention to shop online, particularly for frequent OCR users. The research highlights the importance of these derived attributes in

Author

minhminhnguyen22.hn

Language

EN