The role of online consumer reviews in shaping Chinese consumers' purchase intentions for energy-saving household appliances: a social communication theory perspective

With the primary sales channels for home appliances in China shifting from offline to online, e-commerce platforms hold significant potential to promote the purchase of energy-saving appliances. Therefore, this study investigates the factors influencing consumers' intentions to purchase energy-saving appliances in the context of online review interactions. Based on social communication theory, we identified four key elements in online review communication: information quality, information quantity, source credibility, and consumer attitudes toward online review. Additionally, we analyzed the mediating role of perceived information usefulness and the moderating role of consumer information processing capability. Data were gathered by using a structured questionnaire, and the respondents are comprised of consumers with experience purchasing energy-saving home appliances online., PLS-SEM was employed for the analysis of data. The findings suggest that the quality, quantity, and source credibility of online reviews, as well as consumers' attitudes towards online reviews, directly influence customers' purchase intentions for energy-saving appliances. Moreover, a review of quantity and consumer attitudes impacts purchase intention through the perceived information usefulness. The moderating effect of consumers' information processing capability on the relationship between online reviews and perceived information usefulness is also confirmed. The results of the study explain the formation mechanism of consumers' willingness to buy energy-saving home appliances from the perspective of information dissemination, which offers valuable insights for e-commerce platforms and online marketers aiming to comprehend consumers' decision-making processes.