MODEL DEVELOPMENT OF FACTORS ENCOURAGING THE INTENTION TO WRITE ONLINE REVIEWS IN M-COMMERCE

• Main Author: Komang Monika Paramarthika, Luh
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/84608
• Institution: Institut Teknologi Bandung

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.