مجلة الدراسات المالية والمحاسبية والإدارية
Volume 12, Numéro 1, Pages 13-32
2025-06-30
Review Dimensions’ Impact On Customer Decision In E-marketplaces: A Partial Least Squares-structural Equation Modeling
Authors : Khellil Khaled . Loucif Kamilia .
Abstract
This paper aimed to examine how online review dimensions impact customer decision in e-marketplaces. A survey was sent to 154 customers who made purchases online in the last three months. The data collected was analyzed utilizing a PLS-SEM technique on SmartPls 4 software. The results suggested that customer decision was positively and directly influenced by product rating, as consumers progressively rely on peer-generated content for purchase decisions. The findings of the research may be shown to have theoretical implications by providing a model that connects review dimensions with customer decision-making process, and from a practical perspective, the results may be of interest to new and established businesses and e-marketplace operators to leverage rating systems, in order to improve performance.
Keywords
Review quantity ; Review consistency ; Reviewers’ expertise ; Product rating ; Customer decision
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