The Influence of Online Customer Reviews and Rating Perceptions on Intention to Buy in Housewives of Shopee Users
Keywords:
Online customer reviews, Rating perceptions, Purchase intention, PLS-SEM, BootstrappingAbstract
Introduction/Main Objectives: E-commerce marketplaces increasingly rely on user-generated information cues—particularly online customer reviews and star ratings—to reduce uncertainty and shape consumer decision-making. This study examines how Online Customer Reviews (OCR) and Rating Perceptions (RP) influence Intention to Buy (PI) among housewives who use Shopee, a segment often responsible for household purchasing decisions and budgeting.
Background Problems: Despite extensive use of reviews and ratings on Shopee, it remains unclear whether housewives’ purchase intention is driven more by review content, rating cues, or their combined (interaction) effect.
Research Methods: A quantitative, cross-sectional survey design was employed and analyzed using PLS-SEM (SmartPLS 4.0). The measurement and structural models were evaluated using standardized PLS estimation and bootstrapping with 5,000 subsamples (two-tailed, α = 0.05) to test path significance and confidence intervals.
Finding/Results: Bootstrapping results indicate that OCR has a significant positive effect on PI (β = 0.4577; t = 5.0052; p = 0.000001; 95% CI [0.2475, 0.6111]) and RP also has a significant positive effect on PI (β = 0.3613; t = 4.5139; p = 0.000007; 95% CI [0.2082, 0.5224]). The interaction effect (OCR×RP → PI) is not significant (β = −0.0347; t = 0.9464; p = 0.3440; 95% CI [−0.1119, 0.0300]). The model explains substantial variance in PI (R² = 0.737; Adjusted R² = 0.733) with acceptable fit (SRMR = 0.0689 saturated; 0.0659 estimated; NFI ≈ 0.84–0.85).
Conclusion: The main take-home message is that reviews and ratings independently increase housewives’ intention to buy on Shopee, but they do not reinforce each other through a synergistic interaction. Practically, sellers and platforms should prioritize improving review informativeness and maintaining rating credibility, as both cues materially support purchase intention.
References
Ahn, Y., & Lee, J. (2024). The Impact of Online Reviews on Consumers’ Purchase Intentions: Examining the Social Influence of Online Reviews, Group Similarity, and Self-Construal. Journal of Theoretical and Applied Electronic Commerce Research, 19(2), 1060–1078. https://doi.org/10.3390/jtaer19020055
Algifani, M. G., Faerrosa, Lady, & Widiyasti, B. D. (2025). Moderating the Influence of Online Customer Reviews and Online Customer Ratings on Purchase Intention with Live Streaming. ALEXANDRIA (Journal of Economics, Business, & Entrepreneurship), 6(1), 37–44. https://doi.org/10.29303/alexandria.v6i1.885
Cheung, C. M. K., & Thadani, D. R. (2012). The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Decision Support Systems, 54(1), 461–470. https://doi.org/10.1016/j.dss.2012.06.008
Dodds, W. B. (1991). In search of value: How price and store name information influence buyers′ product perceptions. Journal of Consumer Marketing, 8(2), 15–24. https://doi.org/10.1108/07363769110034974
Gambo, S., & Özad, B. (2021). The Influence of Uncertainty Reduction Strategy over Social Network Sites Preference. Journal of Theoretical and Applied Electronic Commerce Research, 16(2), 140–151. https://doi.org/10.4067/S0718-18762021000200109
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38–52. https://doi.org/10.1002/dir.10073
Ilhamalimy, R. R., & Ali, H. (2021). MODEL PERCEIVED RISK AND TRUST: E-WOM AND PURCHASE INTENTION (THE ROLE OF TRUST MEDIATING IN ONLINE SHOPPING IN SHOPEE INDONESIA). Dinasti International Journal of Digital Business Management, 2(2), 204–221. https://doi.org/10.31933/dijdbm.v2i2.651
Mubarok, Z., Prihandayani, R. D., Qolbi, T. A., & Husaini, F. (2023). Influence of Ratings and Online Customer Reviews on Purchase Decisions in The Shopee Marketplace. 7(2).
Nadeak, J. M. F., Putri, D. D., Gunawan, A. A., Fauziah, S., & Sulistiobudi, R. A. (2023). Analisis Pentingnya Online Customer Review Dalam Mempengaruhi Keputusan Pembelian Produk Gadget. A. A., 8.
Oktaviani, V., & Prasetyo, A. (2025). INFLUENCE OF ONLINE CUSTOMER REVIEWS ON CONSUMER PURCHASE INTENTION IN E-MARKETPLACES: A CASE STUDY OF SHOPEE.
Pinareswati, A. D., Widayanti, S., & Rizkiyah, N. (2023). The Influence of Online Customer Review, Rating and Brand Image on Garlic Purchasing Decisions through Shopee in Surabaya. Himalayan Journal of Agriculture, 04(01), 1–8. https://doi.org/10.47310/hja.2023.v04i01.014
Riyadini, N. G., & Krisnawati, W. (2022). Content Marketing, Brand Awareness, and Online Customer Review on Housewives’ Purchase Intention on Shopee. Interdisciplinary Social Studies, 1(6), 733–741. https://doi.org/10.55324/iss.v1i6.149
Downloads
Published
How to Cite
Conference Proceedings Volume
Section
License
Copyright (c) 2026 Yasinta Lady Eka Verlia
This work is licensed under a Creative Commons Attribution 4.0 International License.
ECOSIA is licensed under a Creative Commons Attribution- 4.0 International Public License (CC - BY).
