The impact of online review on fresh food purchase intention via mobile applications: An approach of ELM theory

Today, consumers are interested in fresh food, and the convenience of mobile App shopping since the rise of various food delivery platforms gives consumers more choices and enables them to gather information through online reviews. This study aims to examine the impact of central and peripheral cues of Online Consumer Review (OCR) (including accuracy, completeness, timeliness, consistency, quantity, product ratings, and visual cues) toward purchase intention based on Elaboration Likelihood Model (ELM) and the mediating role of attitude. Previous studies explored the independent effects of central and peripheral cues on behavioral intention. However, approaching ELM, we argue that central and peripheral ones are processed jointly by online consumers rather than independently. By non-probability method with a convenience sample, data from 302 online shoppers in Vietnam were collected by online survey and analyzed with a Structural Equation Model (SEM). The results revealed that the accuracy, timeliness, consistency, quantity, and visual cues of Online Consumer Reviews (OCR) had a significant impact on attitude. Besides, attitude was found to play a fully mediating role between OCR consistency, visual cues, and purchase intention. It also played a partially mediating effect between OCR accuracy, timeliness, quantity, and purchase intention. The findings deepen insights into the factors of eWoM in the new context and propose significant implications for managers and marketers to have a better marketing strategy to improve business profitability, especially on e-commerce platforms.