Online Retail Store Community Engagement and Its Impact on Purchase Intentions in the Context of Online Reviews

Consumers want to engage with the retail store community in the shopping context. This study examines how consumers’ perceptions of source credibility and perceived usefulness of online reviews impact an intention to engage with the online retail store community and purchase intentions. The study also identifies differences when reviews are posted by customers versus store employees. Results show that the proposed relationships within the structural model are significant and reviews posted by store employees are seen as more credible, whereas reviews posted by other customers are perceived to be more useful. Theoretical and managerial implications are discussed.