Beyond the Broadcast: The Mediating Role of Online Customer Reviews in Live Shopping and Purchase Intention
DOI:
https://doi.org/10.61987/bamj.v4i3.2602Keywords:
Online Customer Reviews, Purchase Intention , Live Shopping , Customer Relationship ManagementAbstract
This study examines the effects of Customer Relationship, Word of Mouth, and Live Shopping on Purchase Intention, with Online Customer Review as a mediating variable among Shopee fashion consumers. The study used a quantitative associative research design with convenience sampling and involved 100 respondents. Data were collected through an online questionnaire using a five-point Likert scale and analyzed using validity and reliability tests, descriptive statistics, and path analysis with SPSS. The findings reveal that Customer Relationship and Word of Mouth have positive and significant effects on Purchase Intention, while Live Shopping has no significant direct effect. Online Customer Review has a positive and significant effect on Purchase Intention and represents the strongest predictor in the research model. Furthermore, Online Customer Review provides limited mediating effects in the relationships between Customer Relationship and Word of Mouth and Purchase Intention. However, its indirect effect on the relationship between Live Shopping and Purchase Intention suggests a potential mediation pattern that requires further validation through bootstrap analysis. These findings highlight the importance of managing customer relationships, encouraging positive word-of-mouth, and strengthening the credibility of online reviews. The study implies that Shopee fashion sellers should prioritize customer engagement and review management strategies to enhance consumer confidence and purchase intention.
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