Credibility of Youtube product reviews and customers' product return intention

A product fit uncertainty perspective

Bibliographic Data

ID21596064
AuthorsAditya Nugroho (0000-0002-8375-8727, National Cheng Kung University), Wei‐Tsong Wang (0000-0002-1448-7433, National Cheng Kung University)
Year2024
Volume37
Issue4
Pages1560-1586
Publication date2024-05-06
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueInformation Technology and People (JOURNAL)
Journal identifiersISSN: 0959-3845 • E-ISSN: 1758-5813
PublisherEmerald (PUBLISHER)
DOI10.1108/itp-11-2021-0838
OpenAlexW4376874125
LanguageEN
Citations received1
References cited80

Purpose This research aims to examine the factors that influence customers' product return intentions and proposes that YouTube product reviews can mitigate customers' desire to return a product. Design/methodology/approach The proposed theoretical research model and hypothesized relationship were investigated using a quantitative process. This study used 302 data from Indonesian young adult respondents to examine the structural model, which was analyzed using the SmartPLS 3.2 software package. Findings The results show that YouTube product reviews, product fit uncertainty and customer satisfaction are the key determinants of customers' product return intention. Furthermore, the results show that the credibility of YouTube product reviews has a major impact on customers' familiarity with a product, satisfaction and the likelihood of returning goods to sellers. Practical implications In the e-commerce industry, increasing the use of YouTube product reviews will help businesses eliminate unnecessary product returns. Sellers are also encouraged to collaborate with YouTube producers to review specific products, which can benefit companies by raising brand awareness and gaining customer feedback. Furthermore, YouTube online product reviews can help consumers avoid having an unpleasant shopping experience that causes emotional reactions and lowers satisfaction. Originality/value Most research has not considered antecedents in observing the product return phenomenon; this study observes a prerequisite of consumer product returns (i.e. information asymmetry and product familiarity) and investigates the relationships between YouTube product reviews, customer satisfaction and product return intention

Business · Credibility · New product development · Originality · Consumer Behavior in Brand Consumption and Identification · Digital Marketing and Social Media · Psychology · Social Psychology · Technology Adoption and User Behaviour · Marketing

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