The study of online reviews and its relationship to online purchase intention for electronic products among the millennials in Malaysia

Abstract

Purpose

The purpose of this research is to examine the type of online reviews (review timeliness, review quantity, and review valence) and its relationship toward online purchase intention for electronic products among millennials in Malaysia.

Design/methodology/approch

The quantitative approach and simple random sampling methodology were used in this research. Data were gathered through a survey instrument, and the partial least squares structural equation modeling (PLS-SEM) technique was subsequently applied to 215 responses. The model explained 36.3 percent variation of the major constructs in relation to online purchase intention of electronic products amongst Malaysian millennials.

Findings

Review timeliness is the most influential online reviews element towards Malaysian millennials' online purchase intention for electronic products.

Originality/value

This research project has provided the researcher and marketers with more clarity into the area of online purchase intention for electronic products, which is a volatile and dynamic area with continuous uncertainty.

Citation

Cheong, J.W., Muthaly, S., Kuppusamy, M. and Han, C. (2020), "The study of online reviews and its relationship to online purchase intention for electronic products among the millennials in Malaysia", Asia Pacific Journal of Marketing and Logistics, Vol. 32 No. 7, pp. 1519-1538. https://doi.org/10.1108/APJML-03-2019-0192