How do gratifications to read reviews and perceived reviewers’ credibility impact behavioural intentions in fashion e-commerce? A mediating-moderating perspective

This study aims to evaluate the role of gratifications sought from online reviews and perceptions about reviewers in affecting the behavioural intentions (continuance and purchase intentions) in the B2C fashion e-commerce context, using a combination of uses and gratification and source credibility theories. Using a cross-sectional survey of 529 customers, the data was subjected to structural equation modelling. The findings imply that consumers will intend to continue reading reviews as a referral medium and intend to purchase due to the positive effect of seeking advice, convenience, and information from reviews upon attitude toward reviews. However, the risk of receiving product dissimilar to those showcased on e-commerce websites can negatively moderate the association of continuance and purchase intentions with their antecedents. Thus, this study contributes to the existing theoretical knowledge and offers practical insights for managers by focusing on lesser-studied factors that enhance continuance intention to read reviews and purchase intention in fashion e-commerce.