MODEL DEVELOPMENT OF FACTORS ENCOURAGING THE INTENTION TO WRITE ONLINE REVIEWS IN M-COMMERCE
Online reviews significantly impact the sustainability of mobile commerce (m- commerce) applications. Several studies have shown that online reviews are crucial for consumers when deciding to use or purchase products and services. However, in reality, less than half of m-commerce users write pr...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/84608 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Online reviews significantly impact the sustainability of mobile commerce (m-
commerce) applications. Several studies have shown that online reviews are crucial
for consumers when deciding to use or purchase products and services. However,
in reality, less than half of m-commerce users write product reviews after making a
purchase. Therefore, it is essential to conduct research to deeply understand the
factors that encourage users to provide reviews of products on m-commerce
platforms. This study uses the Modified Theory of Planned Behavior and Self-
Determination Theory to investigate the factors influencing the tendency of
individuals to write reviews for merchants in m-commerce and their relation to the
provided m-commerce platform design. A total of 180 m-commerce users in
Indonesia were sampled for this study. Structural Equation Modelling using
SMARTPLS 3 was employed in the research. The results of the study indicate that
intrinsic factors such as altruism and utilitarianism, as well as extrinsic factors like
MCP's empathy, were found to influence attitudes towards writing online reviews.
However, other intrinsic factors like knowledge self-efficacy and emotion did not
show a significant effect. Additionally, other extrinsic factors such as interactivity,
convenience, and functionality were found to influence users' perceived behavioral
control. Furthermore, descriptive norms, attitudes towards writing online reviews,
and perceived behavioral control had a positive influence on the intention to write
reviews, with descriptive norms playing a key role. Gender and education level were
used as control variables to identify differences between groups. The results of this
study are expected to contribute insights into the factors that drive online review
writing, both from the perspective of the users and the m-commerce platform design.
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