A New Arabic Online Consumer Reviews Model to Aid Purchasing Intention

Abstract

With the rapid growth of Web 2.0, customers are increasingly using online reviews to inform their purchasing decisions. Such reviews are believed to significantly impact a customer’s purchase intention and, consequently, sales. However, most recent studies in this area have been conducted in Western and Asian societies, with limited research focusing on the impact of online consumer reviews (OCRs) on the purchase intentions of Arab consumers. Therefore, adopting available online review systems (ORSs) to other less-investigated cultures without further consideration may pose challenges. This research explores the impact of review- and reviewer-related factors on Arab book consumers. A new conceptual framework, Arabic Online Consumer Review to Aid Purchase Intention (AOCR-PI), was created to achieve this goal based on the elaboration likelihood model (ELM). This study proposed eight hypotheses that were informed by Hofstede’s cultural dimensions framework (HCDF) and Hall’s cultural model (HCM). An explanatory sequential mixed-method design was adopted, beginning with a questionnaire and followed by a semi-structured interview. The partial least square structural equation modelling (PLS-SEM) approach was used to test the research hypotheses based on 633 responses collected from Goodreads users. The thematic analysis employed 15 interviews to explain the quantitative findings. The findings from this research show that review valence, comprehensiveness, readability, volume, images within a review and reviewer experience significantly affect purchase intention, while reviewer identity disclosure and reputation do not. A new factor, shared perspectives between the reviewer and OCR user, emerged from the interviews and impacted the purchase intention of Arab book readers. Additionally, they prefer more textual reviews (over videos) on independent online review platforms (IORPs) over those on e-commerce sites. These findings show that Arab book consumers prioritise the ELM central route (review-related factors) over the peripheral route (reviewer-related factors). Furthermore, the research outcomes align with HCDF (collectivism and uncertainty avoidance) and some aspects of HCM (high-context culture). This thesis recommends that IORP developers within Arabic countries use AOCR-PI to develop new ORSs that align with Arab consumer preferences. E-commerce and IORP administrators should stop manipulating or removing negative reviews and encourage users to share honest opinions to build customer trust and loyalty. Publishing companies in the Arab world should incorporate OCRs into their marketing strategies by understanding and responding to Arab readers’ opinions on content and physical characteristics to enhance sales and better meet reader expectations.