Mixed-Methods Study of Arabic Online Review Influence on Purchase Intention (AOCR-PI)

Online customer reviews (OCRs) have become vital for shoppers, aiding their purchase decisions amidst the rapid growth of user-generated content. However, a lack of research has been done to study the impact of OCRs on the purchase intentions of Arab consumers. Therefore, applying Western online review systems to other cultures without further consideration may pose challenges. This study aims to examine how various factors of OCRs affect Arab consumers' buying intentions. Employing a mixed-methods approach, quantitative data from a survey questionnaire (633 responses) and qualitative insights from interviews (15 participants) were collected and analysed sequentially. The findings reveal that review central cues (valence, comprehensiveness, readability and images) and some peripheral cues (volume and reviewer experience) significantly influence purchase intention. By contrast, reviewer identity disclosure and reputation are not deemed important by Arab book shoppers. The semi-structured interviews validated the significance of reading OCRs before purchase, offered insights into the impact of various related factors and revealed a new factor that is shared perspectives between the reviewer and OCR receiver. The study contributes theoretical insights and provides managerial implications for ORP developers and book publishers, aiming to enhance user experience and drive sales.

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1. Main Track: Regular Papers

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2. Opracowanie rekordu ze środków MNiSW, umowa nr POPUL/SP/0154/2024/02 w ramach programu "Społeczna odpowiedzialność nauki II" - moduł: Popularyzacja nauki (2025).