{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,3,19]],"date-time":"2026-03-19T13:37:44Z","timestamp":1773927464059,"version":"3.50.1"},"reference-count":72,"publisher":"IGI Global","issue":"1","content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2013,1,1]]},"abstract":"<p>This research investigates how online customer reviews affect consumer decision-making (willingness to buy) during their first purchase of services or products. By using brand trust as a mediating variable in the relationship between online customers\u2019 reviews and consumers\u2019 willingness to buy, data was collected through a quasi-experiment approach, and analysed using structural equation modelling. 240 returns were used in this study (a response rate of approximately 70%). The findings demonstrated that the \u201creliability dimension\u201d of brand trust has a mediating effect on online customer reviews\u2019 valence to willingness to buy, while the \u201cintentionality dimension\u201d had little effect. Furthermore, the findings also suggested that online customer reviews generated by in-group and out-group reviewers have little effect on purchasing decisions when viewing the reviews from an independent source. These results suggest that marketers should focus more on managing negative online customer reviews that have a damaging effect on brand trust.<\/p>","DOI":"10.4018\/jeco.2013010102","type":"journal-article","created":{"date-parts":[[2013,7,10]],"date-time":"2013-07-10T13:23:17Z","timestamp":1373462597000},"page":"22-42","source":"Crossref","is-referenced-by-count":17,"title":["The Mediating Effect of Brand Trust Between Online Customer Reviews and Willingness to Buy"],"prefix":"10.4018","volume":"11","author":[{"given":"Ting-Pong Vincent","family":"Chang","sequence":"first","affiliation":[{"name":"Macau University of Science and Technology, Taipa, Macau"}]},{"given":"Jo","family":"Rhodes","sequence":"additional","affiliation":[{"name":"Macquarie Graduate School of Management (MGSM), Macquarie University, Sydney, NSW, Australia"}]},{"given":"Peter","family":"Lok","sequence":"additional","affiliation":[{"name":"University of Sydney, Business School, Sydney, NSW, Australia"}]}],"member":"2432","reference":[{"key":"jeco.2013010102-0","doi-asserted-by":"publisher","DOI":"10.1037\/0022-006X.62.3.488"},{"key":"jeco.2013010102-1","doi-asserted-by":"publisher","DOI":"10.1037\/0033-2909.103.3.411"},{"key":"jeco.2013010102-2","doi-asserted-by":"publisher","DOI":"10.2307\/3149462"},{"key":"jeco.2013010102-3","unstructured":"Bainbridge, J. 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