Influence of online customer reviews on consumers’ willingness to purchase through online group buying

Bist, Siddarth Singh; Mehta, Neha

doi:10.47974/JSMS-1516

Open Access Research Article

Influence of online customer reviews on consumers’ willingness to purchase through online group buying

Siddarth Singh Bistsiddarthbist@ljku.edu.inL. J. Institute of Management StudiesLJK UniversityAhmedabad, Gujarat, 382210, India0000-0001-6947-3699View full profile → , ^*Neha MehtaCorresponding authornehamehta@ljku.edu.inL. J. Institute of Management StudiesLJK UniversityAhmedabad, Gujarat, 382210, India0000-0003-3371-4643View full profile →

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pp. 1533–1541Vol. 28Issue 8November 2025DOI: 10.47974/JSMS-1516XML

Received:: 08 Apr 2025
Published Online:: 24 Nov 2025
Article type:: Research Article
Language:: EN
Article no.:: JSMS-1516
Pages:: 1533–1541

Abstract

Online group purchase (OGB) is a popular e-commerce concept where individuals purchase items at a discounted rate. This approach enhances customer involvement by addressing price sensitivity, social influence, and trust. Therefore, it was crucial to research how online customer review (OCR) affects OGB customers’ inclination to buy. Using social exchange theory, a survey of 448 post-graduation management education students (ages 21–25) was conducted. OCR are linked to perceived effectiveness, structural assurance, and familiarity. However, familiarity was positively correlated with perceived effectiveness and structural assurance, while continuous usage was not. The findings shed light on OGB decision-making and guide firms in enhancing price, trust, and social influence to boost participation.

Keywords

Online group buying Online customer review Perceived effectiveness Perceived structural assurance Familiarity Continuance usage

Subject Classifications

M31

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