THE POWER OF AMAZON REVIEWS: EXPLORING PERCEIVED LEGITIMACY AND ITS IMPACT ON PURCHASE INTENTION.

Abstract

In the current digital environment, e-commerce is essential, and Amazon is currently the biggest platform. This study investigates how Amazon reviews influence perceived legitimacy and purchase intention, employing a systematic review and synthesis of key studies, analyzing data through several regression analyses and survey data. Reviews provide crucial information about the quality and functionality of products and affect the perceived legitimacy of the product or seller. It is confirmed that extreme reviews, both positive and negative, are more useful than moderate reviews. In addition, negative reviews have a more significant impact on the perception of legitimacy than positive ones, especially under conditions of high variability of opinions and low average ratings. The results also show that higher perceived legitimacy is positively correlated with higher purchase intention. This research is interesting as it contributes to the literature by integrating findings from various methodologies and contexts. It offers new perspectives into the impact of online consumer behavior on Amazon, demonstrating the significant influence of negative reviews and the role of perceived legitimacy in purchase decisions and suggesting that proper management of online reviews can improve reputation and strengthen customer relationships.