The effect of online consumer reviews on purchasing intention through product mental image

Abstract

The aim of the study is to examine the impact of online consumer reviews on purchasing intention through product mental image. The primary sources represented by the instrument were distributed to the study population consisting of consumers of cosmetics in Jordan. Recently, the phenomenon of selling cosmetics through Internet websites and social media platforms has spread widely in Jordan. Therefore, Google Forms was used to design the research instrument and ask consumers of these products to respond to it by publishing it on the official websites of the sellers and with their approval. Structural equation modeling (CB-SEM) technique using the AMOS software was used to test the study hypotheses. The study results show that product mental image mediates the relationship between online consumer review and purchasing intention. Based on the results of the study, the researchers provided recommendations.