Chang, Ting-Pong Vincent; Rhodes, Jo; Lok, Peter - In: Journal of Electronic Commerce in Organizations (JECO) 11 (2013) 1, pp. 22-42
This research investigates how online customer reviews affect consumer decision-making (willingness to buy) during their first purchase of services or products. By using brand trust as a mediating variable in the relationship between online customers’ reviews and consumers’...