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INFLUENCE OF ONLINE POST-PURCHASE REVIEWS AND PURCHASE
INTENTION OF GEN Z TRECEÑOS TOWARD
BUYING SMARTPHONES
Albert C. Clavines
Gian Vincent B. Dacles
Joemari F. Galisim
Francheska Audrey S. Jimenez
Dale Neah Magtangob
Daniel Elisha C. Olaguir
Ejay T. Reyes
Christel Marie C. Solomon
May Ann B. Villadolid
An undergraduate thesis proposal presented to the faculty of the Department of
Business Management, Cavite State University – Trece Martires City Campus, Trece
Martires City, Cavite in partial fulfillment of the requirements for graduation with the
degree
Bachelor
of
Science
in
Business Administration
with
contribution
No.___________. Prepared under the supervision of Ms. Desiree Anne D. Mendoza.
INTRODUCTION
In the rapidly changing landscape of consumer electronics, particularly
smartphones, the role of consumer reviews in driving purchasing behavior cannot be
emphasized. As technology improves, users face an ever-increasing number of
options, features, and specifications when purchasing a new smartphone. In this
generation, where 94% of Generation Z owns an electronic device such as a
smartphone or other electronic device, a common phrase has emerged in their minds:
"Just Google it," in which they would simply go to the internet and research and gather
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information to make purchasing decisions. (Kedet, 2024) Generation post-purchase
reviews emerge as a significant impact, altering consumer perceptions and purchasing
intentions.
In Trece Martires City, Cavite, a rapidly growing urban center in the Philippines,
understanding the Influence of Online Post-Purchase Reviews and Purchase Intention
of Gen Z Treceños toward Buying Smartphones is crucial for businesses and
marketers seeking to tap into this massive market. While earlier studies have
investigated the impact of internet reviews on consumer behavior, there has been
research into the specific significance of post-purchase reviews in changing consumer
perceptions and purchase intentions among GenZ’s consumers.
Post-purchase reviews, which are written or answered through online form by
customers after they have used a product or service, can provide useful information
about the product's performance, quality, and dependability. In the case of
smartphones, these reviews can shape buyers' impressions of a product's features,
usage, and overall satisfaction. Furthermore, positive evaluations can boost consumer
trust and trustworthiness, resulting in increased buy intent and loyalty. Chen, T.,
Samaranayake, P., Cen, X., Qi, M., & Lan, Y., (2022).
Consumers can now share their ideas and experiences with services and
products in real-time that is while using them. Because information provided by other
customers is frequently seen as more interesting and trustworthy than information
provided by the firm/brand, online customer evaluations are predicted to have a
substantial impact on customers' purchasing decisions and sales, Wu, Y., Ngai, E. W.,
Wu, P., & Wu, C., (2020). Consumers are increasingly turning to these reviews as
authentic and unbiased sources of information, seeking insights from their peers'
firsthand experiences to guide their purchasing decisions. Reviews are positive and
critical in purchasing decisions, and online customer reviews are positive and
significant for purchasing decisions through marketplaces. Kang, T., Hung, S., &
Huang, A. H., (2020).
This research seeks to delve into the Influence of Online Post-Purchase
Reviews and Purchase Intention of Gen Z Treceños toward Buying Smartphones in
Trece Martires City, Cavite. This study aims to contribute valuable insights for our
fellow marketers and local businesses on consumer behavior and marketing strategy
by shedding light on the influence between consumer reviews and decision-making
processes, helping consumers, manufacturers, and retailers navigate the wide market
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of the smartphone industry. The consumer landscape is evolving, particularly among
the generation of GenZ’s.
The universal presence of smartphones has transformed them from mere
gadgets to lifestyle essentials, influencing not only how Gen Zs communicate but also
how they navigate their daily lives. Almost 99% of Gen Z’s own a smartphone, and
98% use it to access the Internet most of the time. More than half of Gen Z’s use their
smartphones for nine hours or more each day, with almost half spending three to eight
hours per day on them (Ahmed, 2019). In this era of digital interconnectedness, postpurchase reviews have appeared as a potent force shaping consumer behavior.
As smartphones continue to play an integral role in the daily lives of Gen Z’s,
the impact of post-purchase reviews on their consumer behavior becomes paramount.
According to Chen, T., & Ku, E. (2021). The consumer decision-making process is an
avenue for the consumer to make decisions from two or more choices when buying
goods and services. Post-purchase reviews, shared on various online platforms and
social media channels, serve as a valuable source of information for Gen 21Zs,
seeking insights into product performance, features, and overall user satisfaction.
The purchase decision can be influenced by the price of the product, perceived
quality, and value of the product (Rai, 2020). Gen Z’s, as early adopters of digital
technologies, engage in extensive information-seeking behaviors before making
product choices. A rational problem arises as there is a limited understanding of how
post-purchase reviews specifically impact the consumer decision-making process
among Gen Z’s when it comes to purchasing smartphones. Post-purchase reviews,
which are frequently accessible on e-commerce sites, social media, and review
platforms such as help, have become an important component of the customer
decision-making process.
These reviews provide firsthand experiences of product performance and
customer happiness, giving potential consumers critical information that might impact
their opinions and purchasing decisions. Post-purchase reviews are especially crucial
among Gen Z consumers, who value influential reviews (Asmita, 2024).
Despite the increasing importance of post-purchase reviews, there exists a gap
in the understanding of how these reviews influence consumer perceptions and
subsequent purchase intentions, specifically within the context of smartphone
purchases among Gen Z’s. Trece Martires City stands as an ideal background for this
study due to its diverse and vibrant Gen Z’s population. As a growing urban center, the
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city environment is the pulse of modern living, where technological advancements
intertwine with everyday experiences.
According to a 2019 study by Liu and Li, customers’ purchase intentions–which
have been known toward their purchasing action–can be used to measure actual
purchase behavior. One of the most crucial marketing indicators is purchase intentions.
In fact, marketing based on intentions, also known as intent marketing, is the practice
of promoting goods and products based on consumers’ intentions or their desire to
accept, purchase, or utilize a specific good or service that may or may have not been
explicitly stated by the business or brand. When creating marketing campaigns or
promotions, purchase intentions are a useful metric. It can be quite simple to precisely
repeat what kind of material should be displayed in an advertisement according to the
customer’s desire. The consumer’s objectives may reveal details about their mental
understanding levels (Mba Skool team 2024).
Statement of the Problem
This study aims to determine the Influence of Online Post-Purchase Reviews and
Purchase Intention of Gen Z Treceños toward Buying Smartphones. Furthermore, it
seeks to answer the following questions:
1. What is the demographic profile of consumers when choosing variants of
mobile smartphones with respect to?
a. age,
b. sex, and
c. income/allowance
2. What is the influence of online post purchase review of Gen Z Treceños toward
buying smartphones?
a. perceived credibility, and
b. perceived risk
3. What is the purchase intention of Gen Z Treceños towards buying
smartphones?
a. perceived price,
b. perceived quality, and
c. perceived value
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4. Is there a significant relationship between the onlin post – purchase review of
Gen Z Treceños and their purchase intention as influenced by buying
smartphones?
Objectives of the Study
The objective of this study is to determine the connection of the influence of
online post-purchase reviews and purchase intention of Gen Z Treceños toward buying
smartphones. Specifically, this study aims to:
1. Describe the demographic profile of consumers when choosing variants of
mobile smartphones with respect to:
a. age
b. sex, and
c. income/allowance
2. Determine the influence of online post purchase review of Gen Z Treceños
toward buying smartphones.
a. perceived credibility, and
b. perceived risk
3. Determine the purchase intention of Gen Z Treceños towards buying
smartphones.
a. perceived price,
b. perceived quality, and
c. perceived value
4. Assess the significant relationship between the online post – purchased review
of Gen Z Treceños and their purchase intention as influenced by buying
smartphones.
Significance of the Study
The research was conducted to be able to understand the individuals who are
experiencing the uplift of trendy advertisements for smartphones that catch their
attention and desires. Some of them love their purchase, while the others suffer from
their choices and crave for the smartphone, they wish they could choose over what
they have which may lead to dissatisfaction and bad personal reviews. Students,
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parents, and researchers are somehow affected by different views posted online or
through someone they knew.
This study would help the following people to straighten them about the
Influence of Online Post-Purchase Reviews and Purchase Intention of Gen Z Treceños
toward Buying Smartphones:
Gen Z will be provided with assistance and guidance of post purchase review, made
by first buyers, before they purchase which will allow the respondents to have a look
at other's point of view before they spend their money on smartphones.
Also, this study will help parents to improve their awareness about smartphones that
their Gen Z son and daughter wanted to purchase. It lessens the guilt of buying an
incorrect smartphone.
For future Researchers in the Online Post-Purchase Reviews and Purchase Intention
of Gen Z will also benefit from this study because it will contribute to the body of
knowledge on this topic and provide a foundation for further research.
Time and Place of the Study
This study was conducted starting in the month of January 2024 and was
expected to be completed in January 2025 in Trece Martires City, Cavite.
Scope and Limitation of the Study
The scope of this study is Gen Z lives at Trece Martires City, Cavite who were
born 1997 to 2014 with ages ranging from 12 to 27 years old. Each participant will be
given the same questionnaire prepared by the researchers. Specifically, the study will
be limited in identifying the socio-demographic profile of the Gen Z in terms of age,
gender, income/allowance; buying smartphones as influence of post - purchase review
with the determinant of perceived credibility and perceived risk and buying
smartphones as influence of purchase intention with the determinant perceived price,
perceived quality, perceived value.
Furthermore, also to determine the significance between the gen z and their
post-purchase review towards buying smartphones, and the significant relationship of
their purchase intention towards buying smartphones, the participants were in any of
the barangay of Trece Martires, Cavite. In addition, working Gen Z in ages 18 years
old to 27 years old were the scope of this research.
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The study is limited to the Gen Z’s in Trece Martires City, Cavite and the
research is also limited to smartphones regardless of its brands. Laptops, tablets and
computers are not part of the research.
The result of this study will only be applicable to the chosen participants and
will not be used to measure how post-purchase review and purchase intention can
influence the buying smartphones of those who do not belong in this study.
Definition of Terms
The following terms will define a common understanding of the key terms used
in the study.
Consumer users that benefit from smartphones.
Generation Z commonly known as Gen Z, is the post-millennial generation
born around the late 1997 and early 2012. In this study, researchers focus on working
Generation Z as the selected sample population, with the aim of analyzing the
relationship of online post-purchase review and purchase intention toward buying
smartphones.
Perceive is to become aware or notice of something, how an individual would
think about a thing with just the information he/she has.
Post-Purchase Review is the feedback and opinions shared by consumers
after acquiring a product.
Purchase Intention refers to the motivation that drives consumers for having
decision making upon purchasing.
Smartphones refers to the electronic devices that most people purchase
nowadays.
Conceptual Framework
This framework discusses the flow of the study based on the study’s objectives,
to determine the Influence of Online Post-Purchase Reviews and Purchase Intention
of Gen Z Treceños toward Buying Smartphones.
Furthermore, this framework emphasizes the relationship between Gen Z
Treceños and their Post-Purchase Review and Purchase Intention towards Buying
Smartphones.
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Figure 1. Conceptual Framework of the study
The
figure 1 represents the variables
of
the study
wherein
the
sociodemographic profile of the Gen Z, their post-purchase review, and purchase
intention. As shown in the figure above, the dependent variables in this study are the
post-purchase review and purchase intention while the independent variable is the
demographic profile in terms of age, gender, and income or allowance. The
frameworks also conceptualize the relationship between purchase intention and postpurchase review to GenZ towards buying smartphones.
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REVIEW OF RELATED LITERATURE
This chapter presents the information gathered from journals, articles, finished
thesis and online sources that provide the researchers with necessary background and
knowledge about post purchase review and purchase intention.
Gen Z
A significant body of study has focused on the psychological variables
influencing Generation Z's behavior toward online reviews. In this case, studied the
role of emotional appeal in evaluations. The study found that emotionally charged
reviews—whether favorable or negative—had a greater influence on purchase
intentions than neutral ones. This research emphasizes the value of narrative in review
content. The study discovered that Generation Z's purchase intention was highly
impacted by the emotion of the first few reviews viewed, stressing the importance of
first impressions in influencing perceptions (Nguyen et al., 2021).
Based on its technological nativity and need for social evidence, Generation Z
in particular has made online evaluations a crucial component of their decision-making
process. Before making a purchase, Generation Z buyers have a significant propensity
to look up internet evaluations. Positive evaluations raise perceived quality and trust,
which in turn raises buy intention, according to the study. On the other hand,
unfavorable evaluations frequently discourage prospective customers, highlighting the
influence of user-generated content on consumer attitudes. Generation Z frequently
consults several sources to confirm the facts since they are very sensitive to the
reliability of evaluations. According to the study, evaluations with pictures and in-depth
user experiences were more convincing than those with general comments (Lee and
Kim 2021).
Smartphones are a high-involvement product category for Generation Z
because of their versatility and integration into daily life. Investigated the association
between online reviews and smartphone purchases and concluded that technical
parameters included in reviews had a considerable influence on purchasing decisions.
According to the survey, Generation Z emphasizes camera quality, battery life, and
user interface, and reviews are a reliable source for evaluating these aspects.
According to the research, Generation Z consumers place a high value on tech
influencer reviews. These evaluations frequently combine technical competence with
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sympathetic anecdotes, making them extremely successful at increasing purchase
intention (Johnson and Patel, 2023).
Gen Z is the largest generation, accounting for more than a third of the global
population (Mason et al., 2022). Gen Z has been exposed to the internet since birth,
so they are tech-savvy and -indigenous. They increasingly use smart technology to
purchase products and services, and 41% of this generation are impulse buyers
(Priporas et al., 2017; Djafarova and Bowes, 2021). iResearch data predict that
Generation Z will consume 66% of the online entertainment market in the next two
years, and the corresponding market space will reach 879.1 billion CNY (Shenzhen
Business Daily, 2021).
In addition, relevant consulting agencies estimate that the consumption
expenditure of China's Gen Z exceeded 5 trillion CNY in 2021 (Xinxunwang, 2022).
The withdrawal of the Baby Boomers and the entry of Generation Z may lead to
changes in work and consumption environments. However, the characteristics of smart
technology and its impact on Gen Z remain underexplored. Furthermore, previous
studies have called for more academic inquiries on Gen Z (Priporas et al., 2017;
Ameen et al., 2021).
While there is a prototype of this generation with mostly common
characteristics and attitudes, among approximately 15 different age groups, it is
evident that “one size does not fit all.” Moreover, the earliest works on Gen Z had been
conducted almost only in the United States, leading to a biased perception of this
generation (Scholz, 2019). These researchers also found out that the majority of “Gen
Z professionals prefer a multidisciplinary and global focus to their work.” Additionally,
it is said that Gen Zer’s are affected by the belief that companies usually use and care
about employees only when they are needed (Scholz, 2019). Gen Z has lived in an
increasingly globalized world, with the ease of a same currency around the EU and
free mobility through its member states in the case of Europe. All these factors have
influenced how Gen Z has forged their personality, their vision, and has made them
highly adaptable to the global world (Magano et al., 2020). According to Bielen and
Kubiczek (2020), the most common way the businesses respond to the demands of
Gen Zer’s are friendly working atmosphere, keeping up with the latest technologies,
ambassador programs, internships, benefits, and corporate social responsibility
activities.
Gen-Z, growing up in an age of advanced technology, exhibits distinct
consumer preferences compared to previous generations. They are not only
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accustomed to technology but also leverage it in every aspect of their daily lives,
including shopping experiences. This phenomenon has led to the prioritization of
certain values and characteristics in their consumer behavior. One prominent aspect
of Gen-Z consumer preferences is their inclination towards brands that prioritize social
values, environmental concerns, and sustainability. Furthermore, Gen-Z consumers
are heavily influenced by social media and corporate social responsibility efforts, which
significantly impact their purchase intentions (Raza, 2023).
Gen-Z consumers value personalized experiences and authenticity in brand
interactions. They seek brands that offer unique experiences tailored to their individual
needs and preferences (Budac, 2014; Ameen, 2020). According to Benasso &
Cuzzocrea (2019) Ng et al. (2019) Nonetheless, technology influences not just Gen
Z's social life, but also their physical health, learning processes, and social and
professional identities. Furthermore, due of their tremendous exposure to global mass
media, popular culture, and foreign corporations' marketing operations, they share a
similar consumer culture and features. These devices are a vital aspect of Gen Z's
daily existence, serving as a social hub for inspiration, engagement, and creativity.
However, studies have also highlighted the risks of Gen Zs' overattachment,
particularly the usage of mobile technology has been linked to a lack of physical
activity, reduced sleep quality (Zhai et al., 2020) depression (Stanković et al., 2021)
and reduced attention to external stimuli (Mourra et al., 2020).
Smartphones also influence Gen Zs' buying habits. This group makes the most
extensive use of mobile shopping applications. (AppAnnie, 2020), The epidemic may
have strengthened this trend. Research on this topic mostly focuses on this
generation's expectations and attitudes about mobile purchasing. (Goldring & Azab,
2021; Lissitsa & Kol, 2021), while there is a paucity of studies addressing the potential
downsides of mobile shopping in Gen Z.
Post-Purchase Review
Post-purchase review can be known as purchase evaluation or customer
feedback. It is an assessment for the consumers to know if they are satisfied or
dissatisfied with the product after their purchase and usage. The core concept of post
purchase review evolved around the expectation and performance of the product in
the hands of the consumer (Zeng, 2024). Online post-product reviews are considered
as promising data to assess consumers' post purchase behavior in the market (Nasari,
M. & Shokouhyar, S., 2021).
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Online consumer reviews also known as online post-purchase reviews, have
an important value to business and other consumers. With the rapid development of
mobile Internet, smartphones became an important device for consumers to perform
post purchase review (Zhu, D., Zhong, D., & Chang, Ya., 2020). Stated on Onganyi's
(2022) study, the opinions of consumers can be drastically changed after reading the
evaluations and comments of other consumers posted online. Some academics claim
that post-purchase reviews are more effective than any kind of advertising. Since
recommendations came from previous consumers, it lessens the chance of a product
failing to meet expectations, this kind of marketing strategy has been successful to
influence the decision-making of future consumers. It indicates that a positive postpurchase influenced the consumer's decision, bad post-purchase review has a reverse
impact. Consumers choose to read post-purchase reviews if it has video or visual
representation that the reviews are accurate. Consumers tend to read more critical
reviews than the flowery reviews. They also choose to read post purchase-reviews of
professionally used words than ordinary users.
The post-purchase review has significantly influenced the performance of the
product, by means of consumers’ purchase decision and customer satisfaction. It is
essential to understand and learn from the reviews created by the consumers (Lapezo,
2023). Why is post-purchase review important? "Customer feedback is important
because it tells you how they feel about your business. You’ll learn what they like about
your offer and areas where you can improve. Without this feedback, you won’t know if
you satisfy the people you exist for — your customers. You won’t know if they use your
product as intended and even if they want to continue doing business with you."
(Needle, 2023).
Post-purchase review can greatly impact the future buying decision making and
brand perception and recognition of the consumers. The negative reviews can
discourage, lose loyalty, decrease in customer satisfaction, and loss in profit.
Once a consumer experiences dissatisfaction, it can affect the sales and profit
of the company for not having a loyal and repeating sales. Meanwhile, the positive
reviews result in customer engagement, advocacy, and customer retention.
Consumers are happy to share their experience about the product to the other people
that may result in new customers. Satisfied consumers will leave good post-purchase
reviews that can be useful and helpful to the organization (Greenberg, 2024).
According to Delivery Solutions (2023), post-purchase review helps the organization
to have an excellent opportunity to establish a long relationship with the customers. By
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having satisfaction and addressing any concerns about the product, organizations can
receive a positive purchase review, brand loyalty and trust from the customers.
Satisfied customers may become ambassadors and advocates, where they promote
and suggest the product to them family and friends.
Perceived credibility. Perceived credibility is an individual's belief in the information
they have heard. In this study, the receivers are user-generated content viewers.
Credibility is critical in determining the quality of information. Perceived credibility is a
phrase used to describe the traits of a communicator that influence viewers' or
listeners' acceptance of a message. Perceived credibility is a trust characteristic that
influences customer purchase intentions by conveying good or negative assessments
(Febriane, R., Wibowo, W., & Agrippina, Y. R., 2023).
Consumers come across a lot of cues when making purchases, especially
when they read product reviews. Some factors such as star ratings, review valence
and variety of reviews, provide consumers cues that affect perceived credibility on a
certain product (Hong & Pittman, 2020). Consumers' opinions about the brand's
reputation of a product, their purchase intentions, and their opinions about the review
site's reliability were all influenced by how credible they felt the reviews were according
to Román, S., Riquelme, I. P., & Iacobucci, D. (2023).
Perceived credibility and emotional reaction were also influenced by prior
beliefs in addition to the content. Negative opinions about the product increased
emotional reactions to both real and fake news, which raised credibility perceptions
and prompted people to share and attribute news more accurately (Rijo & Waldzus,
2023).
Source credibility is also an important component in influencer marketing
because it influences customers' perceptions of the product, which affects their
purchase intentions. Other factors that influence source credibility include its expertise
and dependability (Olfat, M., Nasir, M., Shokoohy, S., & Shokouhyar, S. 2024).
Some other factors that affect perceived credibility such as influencers, who
are regular people who have gained a significant number of followers on social media
by showcasing their knowledge in a variety of sectors. Because of their extroversion,
influencers are seen as more credible and are hence more likely to inspire purchases
(Argyris, Y. A., Muqaddam, A., & Miller, S. 2021).
Influencers must be seen as reliable sources of information to gain a huge
following of active consumers who will consider their recommendations. The results of
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this study support research according to Demante and Dwiyanto (2019) stating that
electronic word of mouth has a positive and significant effect on perceived quality. Beig
& Nika (2019) stated that due to the rapid advancement of technology, the internet has
become an active role in the formation of consumer preferences or behaviors related
to online shopping. Research conducted by Anggraini and Nurhadi (2023) also proves
that EWOM is able to affect perceived quality positively and significantly.
Online post-buy evaluations have emerged as an important predictor of
purchase legitimacy in the digital age, particularly among Generation Z customers. In
particular, (Zhang and Wang, 2021) observed that evaluations demonstrating real user
experiences build trust and improve young buyers' perceived trustworthiness of items.
This conclusion supports previous arguments that user reviews play an important role
in creating shopper confidence in e-commerce platforms. Furthermore, credibility is
often contingent upon the balance of positive and negative feedback. Research by
(Huang et al., 2022) revealed that a mixture of reviews portraying realistic pros and
cons enhances trustworthiness, as overly positive reviews are often perceived as
fabricated or biased. Additionally, algorithms that prioritize verified purchases further
reinforce the integrity of online reviews, as highlighted by (Johnson et al., 2023).
The format and presentation of online reviews also play a significant role.
Interactive features, such as star ratings, detailed narratives, and multimedia content,
improve the accessibility and comprehensibility of reviews. A study by noted that
reviews with accompanying photos and videos are 45% more likely to be perceived as
credible by Gen Z consumers, reinforcing the importance of visual authenticity (Perez
et al., 2023).
Social proof theory, which suggests that people tend to follow the actions of
others, is highly applicable to Generation Z. A survey conducted by (Morales and Kim,
2021) found that 87% of Gen Z respondents admitted to checking online reviews
before purchasing a smartphone. Peer recommendations and user-generated content
on platforms such as YouTube and Instagram were cited as primary sources of
information. Additionally, (Kaur et al., 2023) highlighted the role of micro-influencers in
bridging the gap between online reviews and purchase intentions, asserting that these
influencers amplify the reach and perceived authenticity of post-purchase feedback.
Smartphones, being essential yet high-cost items, require significant evaluation
before purchase. The interplay between online reviews and purchase intention is
particularly pronounced for Generation Z, as evidenced by recent studies. In a
comprehensive analysis by (Smith and Taylor, 2022), it was found that detailed reviews
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focusing on technical specifications, user satisfaction, and after-sales service directly
correlate with purchase decisions. Additionally, reviews that address sustainability and
ethical practices resonate more with environmentally conscious Gen Z buyers, as
highlighted by (Green et al., 2024). Emerging technologies such as augmented reality
(AR) have also played a role in shaping Gen Z’s smartphone purchasing decisions. A
study by (Lopez and Yang, 2022) showed that 62% of Gen Z buyers were influenced
by virtual try-on features and interactive demonstrations available through e-commerce
platforms, often supported by detailed user reviews.
The influence of online post-purchase reviews on purchase credibility and
intention is undeniable, especially for Generation Z in the context of smartphones.
From fostering trust to shaping preferences, reviews play a pivotal role in guiding
consumer behavior. Future research could further explore the role of emerging
technologies, such as AI-generated reviews and their impact on consumer trust, as
these advancements continue to reshape the digital purchasing landscape.
Credibility places a strong emphasis on persuasion theory in relation to how
much customers trust a company’s goods and knowledge. Credibility of the source
adds value and conveys a message to improve the information. Additionally, the
credibility source furthermore conveys a genuine and reliable message to the customer
in order to improve their perception and boost their behavioral purpose to buy the
computer, (Ying et al. 2020). Additionally, Guo et al. (2020) demonstrated that positive
online customer reviews increase the likelihood of a purchase more than negative
ones. Additionally, they discovered that purchase decisions are significantly influenced
by perceived diagnostic and perceived credibility, but only when negative online
customer evaluations are present. According to these studies, consumer behavior will
be influenced by online product reviews; however, the total impact will depend on a
variety of circumstances.
A sense of consumer purchase intention will appear suddenly by itself if there
is interest or a positive response from the consumer to what the seller is offering Rizka
Annisa Fitri and Ririn Wulandari (2020). As a result of how strongly information about
a product influences a customer's purchase intention, purchase intention is a useful
means of anticipating a purchase Lauda Radhea Zain (2023). The information quality
is very beneficial for consumers to be able to shop online, with quality information
provided by someone close to them, consumers' good perception of a product will
increase and lead to consumer purchase intention Desi Febrianti (2022).
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Perceived risk. Perceived risk is the collection of uncertainty that a buyer experiences
after purchasing goods or services. Perceived risk is typically related to higher-priced
things such as luxury automobiles, luggage, computers, and so on. Consumers
typically conduct extensive study before purchasing expensive things, consulting with
friends and professionals, in order to avoid problems after the purchase.
The risk felt by consumers regarding online purchases is because consumers
cannot directly examine the product or compare quality Nugroho, S. P., Soeprapto, A.,
& Sirait, A. (2022). Perceived risk is the nature and level of risk that consumers feel
when considering certain purchasing decisions (Pujiastuti, E. E., Soeprapto, A.,
Susanta, S., Utomo, H. S., & Maharaniputri, A., 2022).
It is important to consider perceived risk because this perception can be an
important factor influencing consumer behavior Sriyono, S., Pujiastuti, E. E., Pulung,
N., & Soeprapto, A. (2021). A multitude of factors influence perceived risk, including
personal beliefs, experiences, and emotions. The level of control an individual has over
the situation, the possible negative consequences, and the chance of the risk occurring
all have a significant impact on how consumers perceive risk. External forces, such as
the media or societal standards, also influence how people perceive danger. (Remesh,
2024). According to Qalati et al. (2021) defined perceived risk as a customer's
assessment or perception of negative consequences or impacts or dubious results
after purchasing products / services or making transactions.
When consumers consider purchasing a new product or signing up for a new
service, they are confronted with a set of concerns about the product or service known
as perceived risk. Perceived risk is a consumer's level of uncertainty about whether
the purchase he or she is about to make is worthwhile. As defined by Arrizgy (2023),
risk is a consumer's sense of the unpredictability and negative repercussions of
participating in an activity. Following conceptualization, researchers interpret perceived
risk as an individual's subjective anticipation of risk. According to the study, perceived
risk includes two components: uncertainty (the possibility of negative outcomes) and
repercussions (the significance of a loss). When a consumer perceives an increased
degree of risk, they must bet more in order to acquire the product or service, and they
are less likely to do so. In this context, risk indicates a possible expenditure. There
have been other risk factors suggested, including functional (practical/performance),
physical, financial, social, psychological, and immediate risks.
Financial and product performance risks are viewed as the most critical
considerations when customers make online purchases. Financial risk refers to the
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possibility of losing money. Performance risk refers to the probability that a purchased
product will not give the desired advantages or will not perform properly. Intention in
buying according to that buying is influenced by three factors i.e. consumer attitudes,
subjective norms and control perception of behavior. Regarding the perception of risk
and trust is a trust that is owned by consumers that is a component of attitudes. Further
trust and perception of risk affect the buying interest, as expressed that belief affects
the buying intention of consumers.
As stated by Silaban, D., Jaunanda, M., & Ferdinand, F. (2020) noted that the
effects of each risk dimension might differ, but the negative relationship between
perceived risk and online purchase intention tends to hold true for each dimension.
These dimensions include financial, product, delivery, security, time, and psychological
risk. Financial risk concerns the potential loss of money, while product risk involves the
possibility of receiving a defective or inadequate product. Delivery risk pertains to
uncertainties related to shipping and receiving the product. Security risk is associated
with concerns about personal data and transaction safety. Time risk involves the time
lost if the purchase does not go as planned.
Lastly, psychological risk includes the mental stress and anxiety related to
online shopping. Despite their differences, each type of perceived risk can negatively
impact a consumer's intention to purchase online. It stated that when the perceived
risks outweigh the perceived benefits, that will negatively influence the online
consumer’s trust and purchase behavior.
It defines perceived risk as the potential loss that customers expect to
experience as a result of purchasing a good or service; it is the level of uncertainty that
customers feel when they are thinking about making a purchase and think it might not
work out as planned. According to Rosa, A., & Widad, A. (2020) six components of the
risk associated with purchases in general were discovered in an important
investigation regarding potential risks associated with online shopping: financial loss,
product performance or quality, psychological, time and/or convenience, social, and
physical. Perceived risk significantly influences consumers' behavior when it comes to
mobile shopping. Research indicates that four critical factors contribute to this
perceived risk: financial risk, time risk, security risk, and product performance risk.
Among these, product performance risk emerges as the primary concern for mobile
consumers. Unlike in-store purchases, where consumers can inspect, feel, or touch
products before making a decision, mobile consumers do not have this opportunity.
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This lack of physical interaction with the product prior to purchase heightens their
perception of risk in several areas (Marriott, 2019).
According to Tang, Sok & Abd Razak, Ahmad Zainal Abidin (2023), the inability
to physically evaluate products leads to increased anxiety among mobile consumers
about the performance of the product. They fear that the product might not meet their
expectations upon arrival, which significantly contributes to their apprehension.
Additionally, this concern ties closely with financial risk, as consumers are worried
about the potential financial loss associated with purchasing a product that turns out
to be unsatisfactory. The prospect of spending money on a product that might not fulfill
their needs or standards amplifies their perception of financial risk. Moreover, time risk
also plays a role in this scenario. Consumers are aware that if they receive a product
that does not meet their expectations, the process of returning it and waiting for a
replacement or refund can be time-consuming and inconvenient. This potential waste
of time adds another layer of concern, further discouraging them from making mobile
purchases. Security risk is another critical factor, as consumers are often wary about
the safety of their personal and financial information when making online transactions.
The fear of data breaches and fraudulent activities can deter them from engaging in
mobile shopping. Overall, the perceived risks associated with mobile buying are
multifaceted and significantly affect consumer behavior. The lack of ability to physically
interact with products before purchase, coupled with concerns about financial loss,
time wastage, and security issues, contributes to the heightened perception of risk,
which mobile consumers must navigate when making purchase decisions.
In consequence, the greater the perceived risk of mobile shopping applications,
the greater the costs and concerns associated with using mobile technology (i.e.,
smartphones) become, leading to a more critical stance from consumers when
assessing mobile shopping applications. Consumers generally perceive online
purchasing to carry higher risks compared to buying from a traditional brick-and-mortar
shop. This heightened perception of risk is influenced by several factors, including the
complexity of payment systems and the opaque nature of the programming behind
applications and websites. These technological uncertainties contribute to the anxiety
of consumers who are wary of potential pitfalls when buying products and services
online.
Moreover, consumers often fear financial loss from online transactions,
exacerbated by the relatively smaller screen size of mobile phones. This can make
searching for suitable items more cumbersome and may lead to accidental purchases
19
at higher prices than intended. The limited visibility and usability of mobile interfaces
can result in errors and misjudgments during the shopping process, thereby increasing
the perceived risk. (Blut, M., Brock, C., Backhaus, C., & Eberhardt, T. 2017). The
negative impact of consumer risk perception on purchase behavior is welldocumented.
According to a study by Zhang, X., & Yu, X. (2020), consumers consistently
perceive online shopping as riskier compared to traditional in-store shopping. This
perception is further intensified with mobile technology, which is often viewed as more
vulnerable to cyberattacks. Mobile devices, despite their convenience, are seen as
less secure environments for financial transactions and personal data storage. The
higher susceptibility to cyber threats such as phishing, malware, and hacking on mobile
platforms reinforces the apprehension among consumers.
Consequently, the fear of losing money, data breaches, and other security
issues plays a significant role in shaping consumer attitudes towards mobile shopping.
This fear not only affects their willingness to engage in online transactions but also
influences their overall trust in mobile shopping applications. As a result, businesses
must address these concerns by enhancing security measures, simplifying the
payment process, and improving the user experience on mobile platforms to mitigate
perceived risks and foster greater consumer confidence.
Purchase Intention
Purchase intention is the preference of the consumer to buy the product or
service. In other words, purchase intention is an aspect that consumers will purchase
after evaluation. This buying behavior is an important factor for customers to access
and evaluate individual products.
Purchase intention is a component of consumer behavior that takes place prior to the
actual purchase of a product (Agmeka et al., 2019). Purchase intention often arises
when potential consumers receive information about the advantages of a particular
product (Wang et al., 2019). During product evaluation process, potential consumers
are presented with a variety of choices. Consumers carry out purchase intentions when
a product matches their self-image or reflects themselves.
The price, perceived quality, and value of the goods may have an impact on
the purchasing decision (Rai, 2020). Purchase intention increases when consumers
receive the benefits they expect, and the quality of the feelings experienced by
consumer’s influences their readiness to acquire a product. Aside from that, the more
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consumers perceive the worth of the goods, the more likely they are to purchase them
(Haro, A., Oktaviana, D., Dewi, A. T., Anisa, W., & Suangkupon, A. 2020).
Significant progress has been made in recent years regarding consumer
purchase intention research. With the rapid development of the digital economy, digital
marketing has become an important means of influencing consumer purchase
intention. Wang Xin's (2019) research found that digital marketing activities provide
convenience and innovative experiences, enhancing consumers' purchase intention,
and brand loyalty is a crucial factor in Chinese consumers' purchase decisions. Zhang
Lihua and Liu Xiaoyun's (2021) study revealed that brand loyalty enhances purchase
intention by affecting consumer trust and satisfaction. Chinese culture emphasizes
factors such as family, collectivism, and human relationships, and these cultural values
have a significant impact on consumer purchase intention. Li Huamin and Li Xiaofei's
(2019) empirical research showed that purchase intention is significantly influenced by
Chinese consumers' traditional family values and social collectivism.
Consequently, consumers conduct detailed research in advance to make sure
they obtain a product that fits their needs and desires (Park et al, 2020).
Mustafi & Hosain (2020) state that all cognitive, affective, and economic factors
are proven to have a positive and significant influence on purchase intention except
irritation which has a negative influence. According to research Mustafi & Hosain
(2020) advertising value and flow experience can be the main determinants in
increasing purchase intention.
In other words, purchase intention is an intention and desire that consumers
have to buy certain products or brands. It shows a person's likelihood of making a
future purchase, reflecting their level of interest in and commitment to purchasing a
specific item (Nguyen, H. H., Nguyen-Viet, B., Nguyen, Y. T. H., & Le, T. H. 2022).
It shows that purchase intention helps the company to foresee future sales, the
standing of the company, and the test for the loyalty of consumers. Purchase intention
is an effective approach to influencing customers to purchase a product. It cannot
simply be answered by yes or no, but instead, it needs a thorough explanation of how
a customer has an intention to purchase a certain product (Peterson, 2022).
Many factors affect the purchase intention of Gen Z and one of them is social
media and Reviews that they see daily that drive their purchasing intent. They gain
insight from the celebrities they watch or content creators that they see in this way they
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develop their insight on purchasing a certain product (Nugroho, S. D. P., Rahayu, M.,
& Hapsari, R. D. V., 2022).
Gen Z is greatly influenced by social media when it comes to purchasing
choices. These days, young people find brands on Instagram, TikTok, and Snapchat
for interaction purposes where they can access real and relatable posts. Besides,
social media is a place where Gen Z consumers can look for opinions from their peers.
Globally, 75% of all Gen Z consumers consult social media platforms before making
purchases and over 61% have bought an item after seeing it advertised on social
media. Also, the study by Morning Consult shows that Gen Z’s buying habits are
significantly influenced by social media influencers with 68% of Gen Z consumers
revealing that they trust influencer’s more than traditional celebrities (Shaw & Shaw,
2023).
This reliance stems from the trustworthiness and similarity with which these
influencers talk about their experiences and give their opinions to followers. Based on
that, Generation Z’s purchase intentions are determined by their values, social media
use, and preference for sustainability and inclusivity.
Accordingly, Gen Z can be swayed to show loyalty to brands that emphasize
corporate social responsibility, being real, and sustainable development. This means
that it is vital for enterprises to comprehend the distinct values and preferences of this
influential group as they aim to utilize their purchasing power. Therefore, corporations
should have a deep insight into the unique attitudes of these customers to develop
marketing plans that speak directly to Generation Z and drive lifetime loyalty. They also
tend to consider the opinions and reviews of their friends in developing their purchase
intent, making purchase reviews play a vital role in influencing the purchase intention
of Generation Z consumers (Wijerathne & Peter, 2023).
Ga¨rling T, Michaelsen P, Gamble A. (2022) pointed out that since consumers
may be sensitive to price due to their purchasing capability, focusing on their budget
plan is imperative because it allows them to evaluate alternatives and significantly
affect customers’ purchase intentions.
According to Dam (2020) investigated the effects of brand trust and perceived
value on brand preference and purchase intent. The study's findings revealed that
brand trust and perceived value, such as price, had a strong positive effect on purchase
intention and brand preferences.
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According to Mehyar et al. (2020), E-WOM quality and quantity have a
beneficial influence on consumers' purchasing intentions, however E-WOM credibility
does not. A meta-analysis and weight analysis were presented to determine the
significant E-WOM elements influencing consumer purchasing intentions. The study
discovered that E-WOM usefulness, confidence in the message, attitude toward
product, valence, and argument quality are the most important. Furthermore, E-WOM
credibility, attitude toward the website, attitude toward online shopping, and emotional
trust are the most powerful indicators of client purchasing intentions, Ismagilova et al.
(2020). According to Harun et al. (2020) Positive E-WOM communications have a
greater influence on purchase intention than negative E-WOM messages, and trust
serves as a positive mediator between E-WOM and buy intention.
Studied the many factors of unfavorable E-WOM that influence customers'
buying intentions in Malaysia. The findings indicated that compassion, dissonance
reduction, and advice-seeking had a substantial influence on customers' purchasing
intentions, but negative sentiments do not. Haque et al. (2020). A study by Jiménez
Castillo and Sánchez-Fernández (2019) argue that digital influencers are important in
online branding. This is because when followers believe that influencers have affected
them, they become more engaged with the suggested products and have higher
expectations of value and intention to purchase. Furthermore, they state that digital
influencers contribute to the value creation process by increasing appreciation for the
brand's usefulness and worth, and that, in the end, eWOM opinion leaders produce
value.
According to Lou and Yuan’s (2019) research on the impact of digital influencer
branded posts on brand awareness and purchasing intention, the informative value of
the digital influencer's content, trustworthiness, attractiveness, and similarity to the
followers all have a positive impact on followers' trust in the influencers' branded posts.
The likelihood of making a purchase may be positively predicted by purchase
Intention, which is the consumer’s tendency or desires to purchase a particular good
or service in the future. Previous research on the elements that predict purchasing
intention has been conducted across a range of theoretical and practical disciplines.
These include, for example, elements that influence brand communication (like social
media advertising); elements that influence users’ individual experiences with the
product (like affective, cognitive, behavioral, social, and sensory experiences);
elements that influence consumers’ ideal experience (i.e., flow); and elements that
23
influence users’ attitudes, which include affective, cognitive, and behavioral elements
(Mao et al., 2020).
The Intention of buying is a crucial element that gauges the possible course of
action that a customer may decide to take. Businesses can have a better
understanding of the market and modify their offerings to increase sales and profits by
knowing what customers intend to buy. Furthermore, knowing a customer’s desire to
buy might help anticipate if they would stick with a specific brand (Agmeka F. and
others, 2019).
Perceived price. Price is an important determinant. There are several costs that might
be exchanged for advantages and usage. Price is a technique used by a business to
determine a product's starting price, a discount plan, and other factors (Pratiwi et al.,
2022). Consumers often take price into account when selecting products to purchase.
Many businesses are currently competing to manufacture mobile phones with a wide
range of appealing features at competitive rates, ranging from inexpensive to quite
expensive (Tamara et al., 2021). Most consumers make price perception as one of the
key factors in the decision-making process.
Ilmiyah & Krishernawan (2020), Price is a monetary unit or measure of a
product and service that is exchanged to obtain the right to own or use the goods and
services. According to Krisna Marpaung et al., (2021) Price is the value of a good or
service expressed in money. Maheswara et al., (2023) Price is also an important factor
in determining the success of a company because price can determine how much profit
a company makes from selling a product or service.
Meanwhile, according to Sunyoto (2020; 130) Price is “the money charged for
a particular product. Companies set prices in various ways". Usually, in small
company’s prices are often set by top management, while in large companies pricing
is usually handled by division managers or product managers.
Perceived price fairness involves the comparison of prices or procedures
related to standards, references or norms. According to Liao et al. (2020) to develop
the conceptual meaning of fairness, there are some clarifications about it. First, the
fairness and unfairness may be conceptually different constructions. The definition of
unfairness is usually clearer, sharper and more concrete than the idea of fairness.
People know that it is unnatural when they see or experience it, but it is difficult to
articulate what natural is. According to Parry et al. (2021) the price fairness is the
customer’s assessment and is related to emotions whether there is a difference (or no
difference) between the price of one seller compared to another in a reasonable,
24
acceptable or justified manner. The perceived price fairness as an assessment of an
outcome and process in order to achieve a reasonable and acceptable result (Parry et
al., 2021).
Price perception is a central concept in the world of business and marketing
that influences consumer purchasing decisions. It reflects how individuals or
customers assess the price of a product or service offered. Price perception is not just
about the number on the final bill, but also about how people perceive the value of
what they buy. Factors such as product quality, brand, expectations, and previous
experience play an important role in shaping a person's price perception. A strong price
perception can influence consumer decisions in a variety of ways. If a person feels the
price of a product matches the value they receive, they may be more willing to pay
more. Conversely, if the price is perceived to be too high compared to what the product
delivers, consumers may look for more affordable alternatives.
Therefore, companies must understand that pricing is not just a matter of math,
but also psychological strategy that can affect the overall purchase experience. A deep
understanding of how customers perceive prices is key to developing effective
marketing strategies. This allows companies to customize the price and presentation
of their products to match consumers' perception of value (Parulian & Tannady, 2023).
The product's price is one of the key determinants of marketing strategy; a low
price will influence consumers' purchasing decisions (Arjuna et al., 2020). As a result,
companies which manufacture cellular communication devices compete to draw
customers who will choose to purchase and use their products. This is also a process,
or a method, that a business takes to satisfy its customers who now use particular
kinds of smartphones or cellular products (Tamara et al., 2021).
Price markers have an advantageous position in how to change objects with
special pricing procedures. Price is like a determinant of sales and is often linked to a
customer's financial capacity (Lie et al., 2019). Furthermore, Prices for the industry are
used as a determinant of marketing creation and are always linked to the financial
capacity of customers (Lie et al., 2019).
Consumers, from a marketing perspective, often judge products based on
price. Therefore, there is a solid reason why smartphones are priced moderately
because all smartphone manufacturers claim that their products have good features
(Sudirman, Halim, & Pinem, 2020). Studies conducted by Rama (2020), by using the
measurement of price reliability, price confidence, price transparency, relative price,
price-quality ratio, price fairness, convey that price has a crucial role in influencing
25
consumer satisfaction. Next, research Pandey et al. (2020) describes the
consequence of prices based on variations like the product when buying online product
categories impacts customer satisfaction, trust, and loyalty.
The same thing was conveyed by AliQalati et al. (2019) with research on the
impact of prices on customer satisfaction in the telecommunications sector. Likewise,
with research of Satriawan & Setiawan (2020), the study results found that the
perceived price and quality positively and significantly affect purchase intention and
purchase decision of Xiaomi smartphones. This finding is not supported by research
of Wong (2019) conducted in Hong Kong, that price is not a significant factor affecting
the purchase interest of a Smartphone. Prices set in accordance with product quality
can serve as the ideal benchmark for consumers when making purchases because
each person's perception of pricing is relative (Satriawan& Setiawan, 2020).
In these conditions, given that the product price is an attribute that online sellers
offer according to their profit, potential customers may be more or less sensitive to the
price (Ga¨rling T, Michaelsen P, Gamble A., 2022). Indeed, when customers see the
product price as reasonable, they perceive more benefits in buying that product, and
that increases their purchase intention (Bu¨yu¨kdağ N, Soysal AN, Kitapci O., 2020).
Therefore, customer perceptions of price act as drivers of purchase decisions (Kim J,
Jhang J, Kim S (Sam), Chen SC., 2021). For that reason, research in marketing has
been dedicated to investigating the influence of perceived price on consumers’
purchase intentions (Kim J, Jhang J, Kim S (Sam), Chen SC., 2021). Marketers
support that idea because buyers are more inclined to think that more expensive and
higher-quality goods must be priced higher (Zheng D, Chen Y, Zhang Z, Che H., 2021).
A study by Rahman et al. (2020) performed study to discover the elements that
influence the usage of social commerce in Indonesia. They discovered that social
influences, hedonic incentive, monetary value, habit, and privacy all had a major
impact on behavioral intention. Furthermore, price value has a considerable favorable
effect on behavioral intention.
Price is the most important aspect. When a person evaluates and critically
analyzes a product's pricing in contrast to the market price of an equivalent product, it
indicates that the client is sympathetic to the product's price. (Bashir et al., 2019).
Mobile service providers are compelled by the fierce competition to provide
new services, deals, and bundles in an effort to attract new clients and cultivate a high
degree of client loyalty. With a broad variety of terminals ranging in price from cheap
to high, Samsung maintained its position as the industry leader in 2019. Samsung
26
smartphones are widely available, heavily promoted, and regarded by many customers
as “must-haves”. As the business expanded its presence in Romania by establishing
a subsidiary there and announcing plans to create a new showroom/service facility,
Apple’s iPhones saw a significant surge in smartphone sales in 2019. Despite losing
market share, the Huawei brand managed to hold onto its second-place ranking in
smartphones. Despite its efforts to combat this with aggressive advertising and
expanding its distribution, the brand likely suffered from poor views as a result of its
problems with the US government (Onete, C. B. et. al, 2020).
Perceived quality. Positive perceived quality could influence customer choice,
encouraging consumer purchasing decisions and facilitating brand differentiation to
enable companies to set premium prices (Lee et al., 2019).
According to Malini (2021), Quality, in this context, includes the general
attributes and properties of a good or service that determine the extent to which
expected needs are always met. Superior product quality can make a positive
contribution to improving a company's brand image. Consumer perception of a product
is always related to the image (Malini, 2021). One definition of brand image is the
mental associations that come to a person.
Product or service quality is one of the main factors, as a positive experience
can build customer trust and satisfaction, encouraging them to return. In addition,
brand association, competitive pricing, and efficient customer service also play a role
in shaping repurchase intentions. Loyalty programs and good promotions can also
motivate consumers to choose a particular brand again (Sari & Utomo, 2021).
Perceived Quality refers as consumers' overall judgment about a business's
excellence or superiority (Alamsyah et al., 2021; Meeprom & Silanoi, 2020). There is
a strong correlation between perceived quality and customer loyalty, making it a wellknown concept in marketing (Riva et al., 2022). Perceived quality and brand trust have
an important intermediary role in the relationship between consumers' brand
experience and brand loyalty (Akoglu & Özbek, 2021). Meeprom & Silanoi (2020)
argues that the concept of perceived quality is more accurate to predict customers'
perceived value than service quality.
Perceived quality of service is one of the most important factors of consumer
trust in online shopping (Al-dweeri et al., 2019). Zhu et al. (2020) states that the
perceived quality of the information and the social presence of online reviews positively
impacts consumer trust. Consumers are becoming increasingly skeptical about the
credibility and quality of online product reviews, despite it being widely used as a
27
common source of purchasing (Campos & Campos, 2024). Positive reviews increase
reading activity, while negative reviews decrease online purchase intentions,
emphasizing the importance of perceived quality in consumer decision-making.
Consumer perceived quality reflects customers' judgment on the smartphone's
features. According to Nasiri & Shokouhyar (2021), perceived quality features show
customer satisfaction in the selected features of a smartphone. Product quality is
judged by a brand's advantages, including smartphone features, which serve as a
competitive tool to differentiate between company products and similar competitors
(Arjuna & Ilmi, 2020). Perceived quality heavily influences purchasing decisions, with
higher quality smartphones resulting in increased consumer desire to purchase them.
According to Wahyuniari et al. (2023) the quality of a product in meeting
customer wants or needs which includes durability, reliability, ease of use and other
valuable attributes can be categorized as product quality. Therefore, the quality of a
product can be said to be one of the things that potential consumers consider when
choosing goods or services (Hendriyani, 2022). In this study, researchers still find gaps
from previous research results. Research conducted by Hendriyani (2022) stated that
product quality has a significant effect on purchasing decisions. However, different
results were obtained by Sari & Chandra (2023) states that product quality has no
significant effect on purchasing decisions.
According to Jasin & Firmansyah (2023), reliability, accuracy, ease of use, and
other valuable attributes are generally understood as part of product quality, which is
the characteristic of a good or service that is capable of meeting consumer needs.
Product quality is the main factor in determining whether a purchase will be made or
not. The higher the quality of the product, the more likely consumers will want to buy
it. This finding is the same as the opinion of (Irfan et al., 2022).
According to Wijayanti & MH Nainggolan (2023), high product quality can
increase consumer satisfaction and trust in the brand.
According to Karamoko et al. (2023) Consumers increasingly rely on internet
reviews to determine the quality of a product, especially for large purchases like
cellphones. These evaluations act as a substitute for firsthand experience, helping
customers to have a better understanding of the product's performance and
appropriateness before making a purchasing choice. Positive evaluations with high
ratings and precise facts about the product's performance (such as camera clarity,
battery life, and speed) have a big effect on consumer impressions.
28
These indications serve to eliminate ambiguity and make the product more
desirable. In-depth reviews of important characteristics enable customers to match the
product's properties to their needs. For example, a consumer seeking for a smartphone
with a long-lasting battery would prefer reviews that highlight that attribute. They
provide consumers’ confidence in the quality of their products, allowing them to make
more informed judgments.
Consumers rely heavily on online reviews, especially when making large
purchases like cellphones. These evaluations serve as a substitute for direct
experience, providing purchasers with information about the product's quality and
performance before making a purchasing choice. The ability to receive comprehensive
input from other users enables customers to manage uncertainty and make educated
decisions (Karamoko et al., 2023).
The findings of the study by Hanslim et al. (2020) corroborate this idea, since
they found a connection between Culinaria Moderna's marketing communications and
the positive perceptions of product quality and the increased likelihood of purchase.
Muslihati and Trifiyanto (2021) found that consumers are more likely to purchase things
that they perceive as having high quality. Evidence that consumers' impressions of a
product's quality influence their propensity to buy has been provided by Nurhasanah
and Karyaningsih (2021), Hafids (2023), and Fauzia and Sosianika (2021).
In order to satisfy consumer demands and maintain profitability in a fiercely
competitive market, companies are under pressure to improve the quality of their
products while concentrating on cost reduction. Due to the constantly shifting business
environment, telecommunications industries were among the first to encounter major
obstacles like fierce rivalry (Onete, C. B. et. al, 2020). An objective tool created by
experts, organizations, academics, or a combination of these is used to gauge the 28
qualities of a product. On the other hand, consumers’ subjective perceptions of quality
are
influenced
by
their
experiences
and
knowledge. Affective,
cognitive,
psychographic, and demographic characteristics are among the internal components
that influence perceived quality. Moreover, outside variables like marketing campaigns
and societal influence may also have an impact on perceived quality (Suhud et al.
2022).
Previous study shows that country image has an effect on perceived quality,
which assesses that consumers will consider assessing the country and product
quality (Martins et al., 2023). Perceived quality cannot be said as an objective
assessment, because it is only a perception (Dettori et al., 2020). Perceived quality by
29
the consumer of a brand will influence the decision-making process. When a product
has a high quality, then the consumer will easily recognize and differentiate the
products of competitors (Rafdinal & Suhartanto, 2020). Perceived quality can affect the
perceived value which will then make someone buy again (Rafdinal & Suhartanto,
2020).
When deciding which things to buy, consumers’ perceptions of quality might
have an impact on their choices. Satisfying customer needs through a range of
characteristics that improve product performance is what is meant by product quality.
Shiffman and Kanuk claim that people’s opinions about the quality of goods or services
are influenced by a variety of informational signals that they connect to the product.
Atika and Santy (2020).
Product knowledge can influence consumers’ choice of smartphone devices in
addition to their perceived quality. Product knowledge is a compilation of many types
of product information. Product categories, brands, nomenclature, features, benefits,
costs, and beliefs are all included in this knowledge. Additionally, customer awareness
of all the knickknacks associated with a product being marketed. Atika and Santy
(2020).
Perceived value. Consumer perceived value influences consumer behavior in a range
of situations including purchasing via the Internet, mobile commerce, and sustainable
product purchases.
Consumer perceived values, both utilitarian and hedonic, have a substantial
impact on impulse buy behavior in mobile commerce. Specifically, the psychological
value of perception directly impacts impulse buying behavior, with interpersonal
influence acting as a moderator (Yang et al., 2021). Similarly, with live-streaming
services, customer perception and marketing mix have a substantial beneficial impact
on perceived value, influencing consumer behavior and activities (Apasrawirote &
Yawised, 2022).
According to Dhingra et al. (2020) Believe that perceived value is a "trade-off
between perceived quality and price sacrifice." When clients believe they received
more in return, their value perception is higher.
Consumers weigh the risks and perceived worth of goods and services before
making a buying choice. If the perceived danger is minimal and the value is high,
people will be satisfied and establish positive purchasing behavior (Mortimer et al.,
2020).
30
On the other hand, consumers with little or no expertise will have a low
tendency to perform internet buying (Ventre and Kolbe, 2020).
The literature implies that consumers first make little purchases, and each
transaction favorably enhances their trust, contentment, and perceived value, resulting
in buy intention (Liu and Li, 2019).
A study by Yin et al. (2019) Liu and Li (2019) Customers don't take risks.
Customers who have never shopped online would therefore steer clear of it. In the
meanwhile, customers who enjoy online shopping will continue to do so on a regular
basis. Prior experience has a beneficial effect on online shopping, according to the
majority of previous studies. Previous research has also looked at how experience
affects perceived values, trust, and satisfaction. In light of this theoretical discussion,
we contend that prior online experience would moderate the variables (i.e., perceived
values, trust, and contentment) and intention to repurchase.
Previous empirical theories of antecedents to perceived values generally
focused on the benefit and sacrifice at the time of purchase (Mortimer et al., 2020).
Surprisingly, the concept of perceived value transcends traditional retail
settings. In the food sector, the quality, dependability, and diagnostics of food
traceability systems influence consumer perceived value, which is favorably related to
buy intention (Yuan et al., 2020). Furthermore, in multichannel buying, both online and
offline channel advantages increase consumer perceived value, which mediates their
impact on brand relationship performance (Zhao et al., 2022).
Customers will always base their purchasing decisions on the perceived value
of the products or services, regardless of what the product is. Perceived value is the
price that the general public is willing to pay for a product or service. Even a quick
selection in a store aisle requires an assessment of a product's potential to meet a
demand and deliver satisfaction when compared to other items under other brand
names. Kopp (2020) It makes individuals want to purchase a product that meets their
requirements and desires.
According to social cognition theory, individuals adjust their behaviors based
on external information, meaning that an individual's perception of value affects their
intention to purchase a product. (Peng L.,2019) and others proposed that consumers'
perception of a product's value is directly proportional to their recognition of the product
even if the individuals who create a product think it's fantastic, it won't sell if buyers
don't believe it’s worth enough. (Liza, 2022).
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Consumers seek to maximize the value from transactions. Value is defined as
a sum of all factors subjective and objective, qualitative and quantitative that make up
a complete shopping experience. Value is an assessment of benefits and cost.
Perceived value from consumers’ perspective, as a net balance of what consumers
think they have given up (perceived sacrifice) in comparison to what they have
received (perceived benefit) from buying goods or services.
Perceived value is related to perceived sacrifice; however, perceived sacrifice
is not just monetary sacrifice but it is the amount of money, time, and effort required
for purchasing an item perceived value was not only associated with perceived price
but also with perceived product quality and consumers’ intention for repeat purchase.
It has been shown that perceived value plays a part in influencing customer satisfaction
(Ali, Bhasin, 2019).
Additionally, buyers typically decide which products to buy after determining
how satisfied they were with their prior usage experience. Consequently, the
foundation of the business's competitive advantage is contentment.
Understanding clients' intentions to buy is important as well, as their actions
typically indicate their intentions. Customers are typically more inclined to purchase
and use a product after they are satisfied with it.
On the other hand, customers' good intentions and wants to purchase and use
a product would decrease if they are unhappy with it (Luo, Li, Sun 2022). Other studies
also evaluate perceived value on intention in term of technology products such as
online travel agencies (H. Pham & Nguyen, 2019), Uber ridesharing services (Hasan,
2022) and smartphones (Nagoya et al., 2021).
Consumers have different motivations or impulses when making a re-purchase
of a product, each stimulus will affect the consumer’s buying behavior (Chopdar &
Balakrishnan, 2020). Perceived value is also an assessment of consumers based on
the function of the product received, consumers will judge based on a comparison
between the perceived benefits and the perceived sacrifice (Mulyawan et al., 2022;
Rafdinal et al., 2021). Based on the explanation above, Perceived value is the
consumer's thoughts about the product which is based on a thorough assessment and
evaluating the benefits obtained and the sacrifices made, this allows consumers to
evaluate the product value. Measuring the perceived value can see the comparison of
total customer benefit with total customer cost (Vishwakarma et al., 2020). In total
customer benefit, there are factors such as enjoyment and usefulness expectations of
32
customers based on product elements. Whereas in total customer cost, there is a
perception of cost, risk, and complexity (Vishwakarma et al., 2020).
33
METHODOLOGY
This chapter presents the research design, locale of the study, instruments of
the study, validation of the instruments, participants of the study, sampling technique
data gathering procedures, statistical treatment of the data, and ethical considerations
that were used to determine the Influence of Online Post-Purchase Reviews and
Purchase Intention of Gen Z Treceños toward Buying Smartphones in Trece Martires
City, Cavite.
Research Design
The researchers used descriptive and correlational research designs in this
study. Descriptive study design is an effective method for scientists and researchers
to obtain knowledge on a certain group or phenomenon.
This sort of research provides a detailed and accurate picture of a specific
community or subject's features and behaviors. Descriptive research helps
researchers develop a deeper understanding of a certain subject by watching and
collecting data on it, and it provides significant insights that can be used to influence
future studies (Sircilla, 2023).
A correlational research design examines correlations between variables
without influencing or modifying any of them. A correlation reflects the direction and/or
degree of the relationship between two or more variables. A connection may have a
positive or negative direction (Bhandari, 2021).
Hypothesis
The following hypotheses were tested by the researchers in order to meet the
study's aims and understand the underlying mechanisms of the variables.
HO1: There is no significant relationship of post-purchase review to the
purchase intention towards buying smartphones among selected Gen Z in Trece
Martires City.
HO2: There is no significant relationship of purchase intention to the postpurchase review towards buying smartphones among selected Gen Z in Trece Martires
City.
34
Sources of Data
The researchers both used primary and secondary data. The Gen Z in Trece
Martires City, Cavite that read or watched post-purchase reviews on smartphones are
considered as primary sources of data which was gathered through survey
questionnaires.
The primary data used in the study were gathered from the participants. On the
other hand, secondary data was gathered from journals, online articles and other
research, thesis, and dissertation.
Participants of the Study
The participants of this study are Gen Z whose age range from 12 to 27. These
participants use smartphones that are convenient in their everyday lifestyle, and they
often give us valuable information needed for the researchers.
The information given by Wikipedia states that Around the world, members of
Generation Z are spending more time on electronic devices and less time reading
books than before. Even though they are not necessarily technologically proficient,
members of Generation Z have been termed "digital natives" since they are the first
social generation to have grown up with access to the Internet and portable digital
devices from a young age.
Furthermore, compared to younger children, the detrimental impacts of screen
use are more noticeable in teens.
Sampling Technique
The first stage in selecting a sample size was to properly characterize the
population under research.
It was decided that the study will focus on 13 barangays in Trece Martires City
and each barangay will have 40 participants for the total of 520 respondents. In
addition to further identifying the participants, a criterion sampling technique was
employed. The criteria set in selecting the participants are: specifically, the participants
must be categorized under Gen Z with age ranges from 12 to 27 years old and lives in
Trece Martires City, Cavite.
In disseminating the survey, the researchers will use the convenience sampling
which is a non-probability sampling technique covering the 13 barangays in Trece
Martires City. Convenience sampling is a form of non-probability sampling in which
35
units are selected for the sample based on their accessibility to the researcher. This
could be due to proximity in geography, accessibility at a particular moment in time, or
a propensity to take part in the study (Nikolopoulou, 2022).
Data to be Gathered
The researchers will use and distribute the survey questionnaires face-to-face
in selected Gen Z in Trece Martires City, Cavite to gather the primary data. To ensure
truthfulness in answering the survey questionnaire, the researchers will personally give
the questionnaire to the participants. Participants will be given enough time to answer
the survey questionnaire. Data collection will be facilitated by the researchers.
The instrument was composed of four parts: demographic profile, online postpurchase review, and purchase intention.
Demographic Profile: The first part of the questionnaire gathered information about
the participants in terms of their age, gender, and income/allowance.
Post-purchase Review: The second part of questionnaire consisted of ten questions
tested online post-purchase among Gen Z in Treceños as influenced by online postpurchase review and purchase intention towards buying smartphones. It includes two
determinants of online post – purchase review; perceived credibility, and perceived
risk. It was measured using a 5-point Likert scale in which 1 represents strongly
disagree and 5 represents strongly agree.
Purchase Intention: The last part of the questionnaire consisted of fifteen questions
that tested purchase intention Gen Z in Treceños as influenced by online postpurchase review and purchase intention towards buying smartphones. It includes three
determinants of purchase intention; perceived price, perceived quality, and perceived
value. It was measured using a 5-point Likert scale in which 1 represents strongly
disagree and 5 represents strongly agree.
Statistical Treatment and Analysis
Descriptive statistics such as frequency and percentage were used to describe
the demographic profile of consumers when choosing variants of mobile smartphones
with respect to age, sex, and income.
Median, mean and standard deviation were used determine the influence of
online post purchase review of generation z toward buying smartphones in terms of
perceived credibility and perceived risk.
36
Meanwhile, median, mean and standard deviation was also used to determine
the purchase intention of generation z towards buying smartphones in terms of
perceived price, perceived quality, and perceived value.
The formula for computing the median that provide insights into the data's
skewness in comparing the median with the mean is:
Frequency. In statistics, the frequency (or absolute frequency) of an event is
the number of times the event occurred in an experiment or study. Frequency analysis
is an important area of statistics that deals of occurrences and analyzes the measures
of tendency, dispersion, percentiles and etc.
Relative Frequency/Percentage. Relative frequency of a number is its
frequency as compared to the total frequencies of all the numbers. Relative frequency
is evaluated by dividing the individual frequency of an item by total number of
frequencies.
The formula for relative frequency is:
P = f/n (100)
Where:
P = percentage
f = frequency
n = number of participants
Arithmetic mean. The statistical mean or statistical average gives a very good
idea about the central tendency of the data collected. It is the sum of all values of the
observations divided by the number of observations.
The formula for computing the mean that allows for straightforward arithmetic
operations is:
37
The formula for computing the standard deviation that give insight into the
data's variability is:
Pearson's correlation coefficient (Pearson's r) was used to measure the
strength and direction of the linear relationship between the influence of online post
purchase review and purchase intention of Gen Z Treceños.
The Pearson r formula that was used is:
38
Table 1. Descriptive interpretation of the mean used to interpret the post – purchase
review as influenced by buying smartphones.
MEAN
VERBAL
RATING
INTERPRETATION
4.20- 5.00
Strongly Agree
ADJECTIVAL DESCRIPTION
This means that reviews and feedback entirely
affect their perception of products such as
smartphones. This means that post-purchased
reviews have affected the brand image of the
smartphone and how they perceived it.
3.40- 4.19
Agree
This means that reviews and feedback affect
how they view products such as smartphones.
This means that post-purchased reviews have
not
affected
the
brand
image
of
the
smartphone and how they perceived it.
2.60- 3.39
Neutral
This means that the respondents neither think
that review nor feedback has entirely affected
their perception of smartphones.
1.80- 2.59
Disagree
This means that review and feedback don't
have
effects
on
how
they
perceive
a
smartphone. It indicates that the respondent
disagrees with the effect of reviews and
feedback has affected their perception of
smartphones.
1.00- 1.79
Strongly Disagree
This means that review and feedback have no
effect on how they perceive a smartphone. It
indicates
that
the
respondents
strongly
disagree with the effect of reviews and
feedback on their perception of smartphones.
39
Table 2. Descriptive interpretation of the mean is used to interpret the purchase
intention as influenced by buying smartphones
MEAN
VERBAL
RATING
INTERPRETATION
4.20- 5.00
Strongly Agree
ADJECTIVAL DESCRIPTION
This means that reviews and feedback entirely
affected their perception of smartphones. This
means that Purchase intention has utterly
affected the brand image of the smartphone
and how they perceived it.
3.40- 4.19
Agree
This means that reviews and feedback
affected their perception of smartphones. This
means that Purchase intention has affected
the brand image of the smartphone and how
they perceived it.
2.60- 3.39
Neutral
This means the respondents neither Agree nor
Disagree with the Reviews of Smartphones.
This also means that reviews affected Their
perception did not exceed how they perceived
it.
1.80- 2.59
Disagree
It means the customers are dissatisfied with
the service quality and performance they
received. This also means that there is a
higher chance that the customer will not make
a repeat purchase.
1.00- 1.79
Strongly Disagree
It means the customers are dissatisfied with
the service quality and performance they
received. This also means that there is a
higher chance that the customer will not make
a repeat purchase.
40
RESULTS AND DISCUSSION
This chapter presents the results as well as the discussion, interpretation, and
analysis of the data gathered regarding the influence of online post-purchase reviews
and the purchase intention of Gen Z Treceños towards buying smartphones.
Demographic Profile of Gen Z Treceños the demographic profile of Gen Z
Treceños
Demographic Profile of Gen Z Treceños the demographic profile of Gen Z
Treceños includes their age, sex, and their income/allowance.
Age. Table 3 shows the majority of participants are between the ages of 16 and
20, making up 54.42 percent of the total. This centralization is consistent with the
importance of inspecting online post-purchase reviews in online stores. Particularly,
the smaller yet notable group aged 12-15, compromising 16.73, indicates that younger
demographics are less inspected for online post-purchase reviews.
Table 3. Demographic profile of participants in terms of age.
AGE
FREQUENCY
PERCENTAGE
12 - 15
87
16.73
16 - 20
283
54.42
21 - 27
150
28.85
TOTAL
520
100(%)
According to Mahajan's study in 2020, 82% of their 250 respondents were
between the ages of 18 and 26. This means that the primary target audience for online
reviews of smartphone sales is young adults (18-26 years old).
This age group is more likely to be technologically adept and to conduct product
research online, including reading online reviews, before making a purchase decision.
Also, the study concluded that the majority of the respondents rely on online reviews
before purchasing the Smartphone online.
According to the study conducted by Bhanderi et al. (2021), adolescent
students in the age group of 16–19 years were found to be reading online postpurchase reviews of smartphone.
Stated in Humagai (2022) study. it can be seen that out of 125 respondents the
highest number was from the age group 16-25 years This study conducted in
Kathmandu valley to find out the factors that affect the mobile purchase decision.
41
It implies that majority of Gen Z Treceños were between 16 to 20 years old.
Sex. Table 4 shows that female participants slightly dominate the result,
garnering 52.69 percent of the participants compared to males with 47.31 percent.
Understanding gender distribution is important for identifying post-purchase review
and purchase intention.
Table 4. Demographic profile of participants in terms of sex.
SEX
FREQUENCY
PERCENTAGE
Female
274
52.69
Male
246
47.31
TOTAL
520
100(%)
Based on the study of Mahajan (2020), out of their 250 respondents, 56.8% are
females and 43.2% are males. Given the higher percentage of female respondents,
the study may provide a more female-centric perspective on how internet reviews
influence purchasing decisions.
The study suggests that internet evaluations have a considerable influence on
purchasing decisions; but, given the larger female participation, the influence could be
significantly stronger among women. Women are frequently reported to be more
engaged with online information such as reviews and ratings while making shopping
decisions, particularly in fashion, beauty, and technology (e.g., smartphones).
A study by Tateno M, TeoAR, Ukai W, et al. (2019) female users tend to have a
closer connection to the Internet and spend less time interacting with people in the
real-world.
In particular, females show greater levels of excitement and impulsivity when
making purchases compared to males. In other words, the relationship between luxury
perception and purchase intention is higher among females than males (CanguendeValentim & Vale, 2023; Park et al., 2021).
Generally, it implies that most of Gen Z Treceños were female.
Income/allowance. Table 5 shows that most participants have a weekly
allowance of Php 1,000, which constitutes 63.85 percent of the total. Additionally, major
proportions of students’ weekly allowance/income are ranging from Php 1,001.00 - Php
2999.00 (24.43%).
42
Oppositely, the lowest percentage is observed in the highest allowance bracket
Php 3,000 to Php 5,000 a week, comprising 11.92 percent of the surveyed students.
Table 5. Demographic profile of participants in terms of Allowance/income.
ALLOWANCE/INCOME
FREQUENCY
PERCENTAGE
Php 1,000.00
332
63.85
Php 1,001.00 to Php 2,999.00
126
24.43
Php 3,000.00 to Php 5,000.00
62
11.92
TOTAL
520
100(%)
According to the study of Canceran et al. (2022) on the Frequency and
Percentage distribution of the BASIS Students in terms of average weekly allowance.
Out of their 100 participants, 51% of them are aged 21 to 22 years old.
Likewise, 48% are aged 18 to 20, while there is only 1% among participants
aged 23 to 24. 77% of these participants have a 1,000 to 3,000 pesos weekly
allowance. Ong, A. K. S. (2022) stated that the majority of their respondents who range
from to 15 - 20 years old have weekly allowances of 1000 PhP and below (61.4%)
which is relatively low, followed by weekly allowances of 1001–3000 PhP (33.5%), with
the remainder having higher allowances.
According to the study of Judith J. 2019 shows the socio-economic status of
students through their weekly allowance. Data shows that most of the respondents
received a weekly allowance of less than P1000 with a frequency of 179 (40.6%),
followed by students who had weekly allowance of P1000 with a frequency of 160
(36.3%).
Generally, it implies that the majority of Gen Z Treceños have an income /
allowance of 1000 pesos per week.
Buying Smartphones as Influenced by Online Post-Purchase Reviews
The survey on buying smartphones as influenced by post-purchase reviews
reveals insights across two categories: Perceived Credibility and Perceived Risk.
Perceived Credibility. The result showed that the source got an overall mean of 4.55
with a standard deviation of 0. 77 with the verbal interpretation of strongly agree. The
data gathered showed that the statement, “I’m worried about losing my money if the
product doesn’t meet my expectations after” had the highest mean of 4.60 and the
standard deviation 0.66 with the verbal interpretation of strongly agree, the statement
43
‘’I always check if the post-purchase review is real or fake” had a mean of 4.58 and a
standard deviation of 0.67 with the verbal interpretation of strongly agree. The
statement ‘’I am always concerned about the smartphone’s performance in games,
camera, and storage” had a mean of 4.57 and a standard deviation of 0.68 with the
verbal interpretation of strongly agree, the statement “I always check if the features on
post-purchase reviews is too good to be true” had a mean of 4.54 and a standard
deviation of 0.69 with the verbal interpretation of strongly agree. The statement “I worry
that the product may not function what the post-purchase review says or may have
defects” had a mean of 4.47 and a standard deviation of 0.79 with the verbal
interpretation of strongly agree.
Table 6. Buying smartphones as influenced by post-purchase reviews in terms of
perceived credibility.
STANDARD
VERBAL
PERCEIVED CREDIBILITY
MEAN
DEVIATION
INTERPRETATION
1. I always check if the features4.54
0.69
Strongly Agree
0.67
Strongly Agree
0.68
Strongly Agree
0.79
Strongly Agree
0.66
Strongly Agree
on post-purchase reviews are
too good to be true
2. I always check if the post-4.58
purchase review is real or fake
3. I am always concerned about4.57
the smartphone’s performance
in games, camera, and storage.
4. I worry that the product may4.05
not function what the postpurchase review says or may
have defects.
5. I’m worried about losing my4.60
money if the product doesn’t
meet my expectations after
buying the
44
Table 6. Continued
PERCEIVED CREDIBILITY
MEAN
STANDARD
VERBAL
DEVIATION
INTERPRETATION
0.70
Strongly Agree
expectations after buying the
smartphones’ that I read about
in a post-purchase review.
TOTAL
4.55
The authenticity and credibility of the reviews are important factors that
influence consumer purchase decisions. Consumers are more likely to trust reviews
that are perceived as authentic and credible (Harrison-Walker & Jiang, 2023).
Online post-purchase reviews play a significant role in influencing consumers'
perceptions of smartphone credibility. Consumers often search for and evaluate these
reviews when making purchase decisions, as they provide valuable insights from other
users' experiences (Fernandes et al., 2022).
According to the study by Hu, Y. (2022), Consumers have adopted and used
online reviews as a critical way of information sharing and communication to assist
them in making consumer decisions and reducing uncertainty in online purchases. As
a result, researching the impact of internet reviews on consumers' purchasing
intentions is extremely purchasing. This purchasing process has become an essential
component of Internet shopping.
Generally, it implies that Gen Z Treceños strongly agreed that they are worried about
losing their money if the product doesn’t meet their expectations after buying the
smartphones’ that they read about in a post-purchase review.
Perceived Risk. The result showed that the source got an overall mean of 4.47 with a
standard deviation of 0.68 with the verbal interpretation of strongly agree. The data
gathered showed that the statement, “I always check post-purchase reviews and
ratings before buying a new smartphone” had the highest mean of 4.53 and standard
deviation of 0.66 with the verbal interpretation of strongly agree. The statement “I
always look at reviews given after a purchase to determine a smartphone’s durability”
had a mean of 4.51 and standard deviation of 0.62 with the verbal interpretation of
strongly agree, the statement “I always analyze customer reviews to identify potential
risks before buying” had a mean of 4.49 and standard deviation of 0.69 with the verbal
interpretation of strongly agree, the statement “I felt more confident with my selection
45
after reading user reviews, which assisted me in making an informed decision” had a
mean of 4.43 and standard deviation of 0.66 with the verbal interpretation of strongly
agree, the statement “I always check if the online reviews are using outdated
information about the smartphone” had a mean of 4.41 and a standard deviation of
0.75 with the verbal interpretation of strongly agree.
Table 7. Buying smartphones as influenced by post-purchase reviews in terms of
perceived risk.
STANDARD
VERBAL
PERCEIVED RISK
MEAN
DEVIATION
INTERPRETATION
1. I always look at reviews given4.51
0.62
Strongly Agree
0.75
Strongly Agree
0.66
Strongly Agree
0.69
Strongly Agree
0.66
Strongly Agree
0.68
Strongly Agree
after a purchase to determine a
smartphone’s durability
2. I always check if the online4.41
reviews
are
information
using
outdated
about
the
smartphone.
3. I always check post-purchase4.53
reviews
and
ratings
before
buying a new smartphone.
4. I always analyze customer4.49
reviews to identify potential risks
before buying.
5. I felt more confident with my4.43
selection after reading user
reviews, which assisted me in
making an informed decision.
TOTAL
4.47
Consumers with a high perceived risk are more inclined to avoid making
mistakes rather than maximizing value because they are concerned about losing
money (Appiah et al., 2019). Consumers' risk perceptions and attitudes shape how
they read and use internet reviews. Negative reviews can increase perceived risk and
dissuade purchases (Chen et al., 2022; Jiang et al., 2021).
46
Consumers prefer real-world interactions to lower the perceived risk of making
a purchase, giving businesses several opportunities to influence consumers across
multiple touchpoints, such as online and physical retail locations (Biswas, 2019).
Consumers typically use online reviews to reduce the hazards associated with online
purchases, and review usefulness can be influenced by review attributes (Roy &
Shaikh, 2024). According to AppAnnie (2020), cell phones affect Gen Z's purchase
habits, making them the demographic that uses mobile shopping apps the most.
According to the study by Nasiri & Shokouhyar (2021), consumers place a
lower value on refurbished smartphones than on new ones due to perceived quality
issues and perceived risks. Hardware failure and software weakness are the biggest
perceived risks that can make the product look old. Product mental image, formed
through online reviews, mediates the relationship between reviews and perceived risk.
A positive mental image can reduce perceived risk (Al-Abbadi et al., 2022).
Generally, it implies that Gen Z Treceños strongly agreed that they always
check post-purchase reviews and ratings before buying a new smartphone.
Buying Smartphones as Influenced by Purchase Intention
The survey on buying smartphones as influenced by purchase intention reveals
insights across three categories: Perceived Price, Perceived Quality, and Perceived
Value.
Perceived Price. The result showed that the source got an overall mean of 4.21 with
a standard deviation of 0.91 with the verbal interpretation of strongly agree. The data
gathered showed that the statement, ‘’It gained my decision to buy smartphones if it
had a discount, voucher and percent off” had a mean of 4.38 and a standard deviation
of 0.85 with the verbal interpretation of strongly agree. The statement “The price of a
smartphone greatly influences my decision to buy it”, had a mean of 4.36 and a
standard deviation of 0.84 with the verbal interpretation of strongly agree, the
statement “I am willing to buy a smartphone if online reviews are worth the price”, had
a mean of 4.28 and standard deviation 0.87 with verbal interpretation of strongly agree.
The statement “I prefer buying a Smartphone during the price deduction period only”
had a mean of 4.14 and a standard deviation of 0.87 with verbal interpretation of agree.
The statement “I am likely to purchase a smartphone if I consider the price to be low,
even though it is not the latest model” had a mean of 3.90 with a standard deviation of
1.03 with verbal interpretation of agree.
47
Table 8. Buying smartphones as influenced by purchase intention in terms of
perceived price.
STANDARD
VERBAL
PERCEIVED PRICE
MEAN
DEVIATION
INTERPRETATION
1. The price of a smartphone4.36
0.84
Strongly Agree
0.87
Strongly Agree
0.85
Strongly Agree
0.87
Agree
1.03
Agree
0.91
Strongly Agree
greatly influences my decision
to buy it.
2. I am willing to buy a4.28
smartphone if online reviews
are worth the price.
3. It gained my decision to buy4.38
smartphones if it had a discount,
voucher and percent off.
4. I prefer buying Smartphones4.14
during
the
price
deduction
period only.
5. I am likely to purchase a3.90
smartphone if I consider the
price to be low, even though it is
not the latest model.
TOTAL
4.21
Since numerous other elements could influence a consumer's decision to buy
a smartphone, a study by Tanveer et al. in 2021 the factors affecting their intention to
do so are complex. When buying a smartphone, people of all ages and skill levels
especially young people—consider many considerations, including the product's
features, convenience, brand image, family, psychological aspects, electronic word-ofmouth, social influence, and most importantly price.
Affordability and value are key determinants in smartphone purchase
decisions. This is evident in the development of decision-making tools to help
consumers select the best smartphone model based on specifications and price
(Goswami & Behera, 2021), as well as in the growing interest in refurbished
smartphones as a more affordable and sustainable option (Chun et al., 2022).
Generally, it implies that Gen Z Treceños strongly agreed that it gained their
decision to buy smartphones if it had a discount, voucher and percent off.
48
Perceived Quality. The result showed that the source got an overall mean of 4.36 with
a standard deviation of 0.78 with the verbal interpretation of strongly agree. The data
gathered showed that the statement, “I trust online reviews to accurately reflect the
quality of a mobile phone.” had a mean of 4.49 and a standard deviation of 0.69 with
the verbal interpretation of strongly agree. The statement “Detailed online reviews
(e.g., those mentioning specific features and performance) are more convincing about
the quality of a mobile phone than brief reviews” had a mean of 4.39 and a standard
deviation of 0.77 with a verbal interpretation of strongly agree. The statement “Positive
online reviews increase my confidence in the quality of a mobile phone” had a mean
of 4.38 and a standard deviation of 0.72 with verbal interpretation which strongly agree,
the statement “Online reviews from verified purchasers are more credible regarding
the quality of a mobile phone” had a mean 4.35 and standard deviation of 0.77 with
the verbal interpretation of strongly agree. The statement “Negative online reviews
make me question the quality of a mobile phone” had a mean of 4.17 and a standard
deviation of 0.89 with the verbal interpretation of agree.
Table 9. Buying smartphones as influenced by purchase intention in terms of
perceived quality.
STANDARD
VERBAL
PERCEIVED QUALITY
MEAN
DEVIATION
INTERPRETATION
1. I trust online reviews to4.49
0.69
Strongly Agree
0.72
Strongly Agree
0.89
Agree
0.77
Strongly Agree
accurately reflect the quality of
mobile phones.
2.
Positive
online
reviews4.38
increase my confidence in the
quality of a mobile phone.
3.
Negative
online
reviews4.17
make me question the quality of
a mobile phone.
4. Detailed online reviews (e.g.,4.39
those
mentioning
specific
features and performance) are
more
convincing
about
the
quality of a mobile phone than
brief reviews.
49
Table 9. Continued.
PERCEIVED QUALITY
MEAN
5. Online reviews from verified4.35
STANDARD
VERBAL
DEVIATION
INTERPRETATION
0.77
Strongly Agree
0.78
Strongly Agree
purchasers are more credible
regarding the quality of a mobile
phone.
TOTAL
4.36
Quality might not be a direct driver of purchase behavior but does drive other
factors that affect consumers' decision-making toward smartphones. For instance,
Yang et al. (2021) argue that based on the environment, consumer perceived values
— including perceived utilitarian value, which can be associated with the defined
quality of an item such as smartphone — are highly dependent on environmental
stimuli. Furthermore, the impact of perceived quality on purchase intention varies
greatly by market and consumer segments.
Hanjaya et al. (2019) found that in Indonesia, information quality has a major
impact on online purchase intention via mobile applications, but in Singapore,
simplicity of use, usefulness, and service quality are the most important aspects. This
emphasizes the need to adapt smartphone features and marketing techniques for
specific areas.
A study by Dubey, Bajpai, Guha, and Kulshreshtha, (2020) states that
perceived product quality has a significant impact on consumer behavior and decisionmaking since it is strongly related to the consumer's overall perception of a product or
brand. It is frequently interpreted as a consumer's assessment of a product's
perfection, superiority, and performance in light of their needs, preferences, and
expectations. This assessment can be made using both quantitative measures (such
as technical specifications or performance features) and subjective perceptions (such
as brand reputation, emotional connection, or aesthetic appeal).
a result, product quality is a complicated term with several elements, each of
which influences consumer perceptions.
Generally, it implies that Gen Z Treceños strongly agreed that they trust online
reviews to accurately reflect the quality of mobile phones.
50
Perceived Value. The result showed that the source got an overall mean of 4.34 with
a standard deviation of 0.77 with the verbal interpretation of strongly agree. The data
gathered showed that the statement,” I specifically seek out reviews written by experts,
particularly those specializing in iPhone or Apple products” had a mean of 4.41 and
standard deviation of 0.77 with the verbal interpretation of strongly agree, the
statement “I find reviews that compare two products to each other more helpful, such
as a comparison between two phones’’ had a mean of 0.74 with the verbal
interpretation of strongly agree. The statement “A well-written positive review impacts
me more than several negative ones with limited information” had a mean of 4.33 and
a standard deviation of 0.84 with the verbal interpretation of strongly agree, the
statement “I tend to find recently written reviews more helpful than older ones when
making a purchase decision’’ had a mean of 4.33 and a standard deviation of 0.72 with
the verbal interpretation strongly agree, the statement “I find that the perceived value
of a product increases with positive online reviews, which justifies a higher price’’ had
a mean of 4.28 and a standard deviation of 0.76 with the verbal interpretation of
strongly agree.
Table 10. Buying smartphones as influenced by purchase intention in terms of
perceived value.
STANDARD
VERBAL
PERCEIVED VALUE
MEAN
DEVIATION
INTERPRETATION
1. A well-written positive review4.33
0.84
Strongly Agree
0.72
Strongly Agree
0.76
Strongly Agree
impacts me more than several
negative
ones
with
limited
information.
2. I tend to find recently written4.33
reviews more helpful than older
ones when making a purchase
decision.
3. I find that the perceived value4.28
of a product increases with
positive online reviews, which
justifies a higher price.
51
Table 10. Continued.
PERCEIVED VALUE
MEAN
3. I find that the perceived value4.28
STANDARD
VERBAL
DEVIATION
INTERPRETATION
0.76
Strongly Agree
0.74
Strongly Agree
0.77
Strongly Agree
0.77
Strongly Agree
of a product increases with
positive online reviews, which
justifies a higher price.
4. I find reviews that compare4.37
two products to each other more
helpful, such as a comparison
between two phones.
5. I specifically seek out reviews4.41
written by experts, particularly
those specializing in iPhone or
Apple products.
TOTAL
4.34
According to Gligor and Bozkurt (2020), existing evidence shows that
perceived value is a reliable indicator of repurchase intention. Perceived value is the
consumer perception of products and services, and it is an important part of the
exchange transaction.
According to Micu et al. (2019) define perceived value as the perceived
difference between what consumers pay (price and sacrifice) and what they receive
(quality, advantages and utility).
Additionally, according to (Micu et al., 2019). A positive gap encourages
repurchase intentions, whereas a negative gap discourages purchasing intentions.
Thus, customer value perception encourages exchange transactions. Simultaneously,
customer value perception takes priority over actual product value.
Consumer value perception develops over time. As a result, a constituency for
the quality of goods and services is necessary. Existing research suggests that
perceived value is critical in exchange agreements (Dhingra et al., 2020; Zhu et al.,
2019).
52
A study by (Micu et al., 2019), perceived value is important in both physical and
online purchases. Firms offer various promotions and discounts in both online and
offline marketing, which discreetly boost consumers' value perception and encourage
positive purchasing behavior.
Many people prioritize time savings during supermarket shopping. When an
online shopping platform shortens a consumer's buying time, it boosts their perceived
value and fosters a long-term engagement with them (Gligor and Bozkurt, 2020).
Generally, it implies that Gen Z Treceños strongly agreed they specifically seek out
reviews written by experts, particularly those specializing in iPhone or Apple products.
Relationship between online post-purchase review and purchase intention of
gen z toward buying smartphones.
Online post-purchase review and purchase intention. The correlation analysis
reveals statistically significant relationships between online post-purchase review and
purchase intention influencing the Gen Z ‘s buying smartphones in Trece Martires City,
Cavite.
Results showed a low correlation between perceived price (r=0.31), perceived
quality (r=0.36), and perceived value (r=0.41).
Generally, the overall purchase intention as influenced by post-purchase
review of selected Gen Z Treceños have a low correlation with the post-purchased
review of r=0.45 and p-value equal to 0.00 which is lower than 0.05, means that the
correlation is significant. Significant relationship further proves, that the null hypothesis
is rejected.
VARIABLE COEFFICIENT
Perceived
P-
(r)
VALUE
0.31
0.00
Price
Perceived
Value
DECISION
Low positive
Reject null hypothesis
correlation
0.36
0.00
Quality
Perceived
INTERPRETATION
Low positive
Reject null hypothesis
correlation
0.41
0.00
Low positive
correlation
Reject null hypothesis
53
Overall
0.45
0.00
Purchase
Low positive
Reject null hypothesis
correlation
Intention
Social influence encompasses the effects that parents, peers, and the media
have on individuals. A consumer's behavior is influenced by the individuals in their
social environment. They would seek recommendations, advice, and first-hand stories
from people who had already bought and utilized cellphones. According to the author,
consumers who are considering purchasing a particular product frequently search for
information that aligns with their personal interests and desires. Furthermore, people
evaluate a range of choices according to their unique qualities, including features,
quality, benefits, and cost, while remaining within their means of subsistence, in order
to satisfy their preferences and expectations. (S. K. Nathan et al. 2023)
Additionally, Guo et al. (2020) demonstrated that positive online customer
reviews increase the likelihood of a purchase more than negative ones. Additionally,
they discovered that purchase decisions are significantly influenced by perceived
diagnosticity and perceived credibility, but only when negative online customer reviews
are present. According to these studies, consumer behavior will be influenced by online
product reviews; however, the total impact will depend on a variety of circumstances.
The relationship between post-purchase reviews and future purchase
intentions is also noteworthy. Although some studies, such as those by Dhingra et al.
(2020) and Mustafi and Hosain (2020), primarily focused on customer satisfaction and
emotional responses, they indicate that negative post-purchase experiences can lead
to decreased future purchase intentions. Understanding these dynamics is critical for
smartphone brands as they seek to improve customer retention and satisfaction.
Savitri et al. (2022) explored the interconnectedness of social media marketing,
brand image, and purchase intention. Positive reviews not only enhance brand image
but also indirectly influence purchase intentions. This interconnectedness suggests
that brands should leverage positive post-purchase feedback to bolster their marketing
strategies and improve consumer perceptions. Similarly, Chatterjee et al. (2021) noted
that positive reviews could amplify the effectiveness of online advertising, further
driving purchase intentions.
Further exploring the dynamics of online reviews, Zhu et al. (2020) applied the
stimulus-organism-response
(S-O-R)
framework,
emphasizing
that
perceived
information quality significantly affects consumer trust and satisfaction. High-quality
54
online reviews enhance consumer trust, which subsequently leads to increased
purchase intentions. This study illustrates the pivotal role that credible and relevant
reviews play in informing consumer decisions, particularly in the competitive
smartphone market where reliance on peer reviews is prevalent. Prasad et al. (2019)
examined the concept of conviction in the online environment and its relationship with
purchase intention. They found that a strong brand reputation amplifies the positive
effects of eWOM on purchase intention. This highlights that not only do positive reviews
foster consumer conviction, but they also reinforce brand loyalty, making it imperative
for brands to actively manage their online reputation and encourage satisfied
customers to share their experiences.
55
SUMMARY, CONCLUSION AND RECOMMENDATIONS
The overview of the research, including the identified findings and conclusions,
was compiled. Furthermore, a relevant recommendation was developed for future
researchers undertaking similar investigations.
Summary
The study was conducted from January 2024 to January 2025 in 13 Barangay
in Trece Martires City, through face-to-face survey questionnaires. The participants of
this study were 520 Gen Z’s of Treceños. This includes 40 participants from each
Barangay in Trece Martires City, Cavite. Specifically, this study aimed to determine the
demographic of GenZ’s Treceños towards buying smartphones, the Gen Z’s Treceños
online post-purchase reviews, the GenZ’s Treceños purchase intention, the significant
difference between GenZ’s Treceños online post-purchase reviews and purchase
intention towards buying smartphones.
The non-probability convenience sampling was used to identify 520 GenZ’s
Treceños from all 13 barangay in Trece Martires City, Cavite that served as the
participants of this study. Descriptive and Correlational research designs were
employed in this study. Statistical Treatment tools such as frequency count and
percentage were used to determine the characteristics of the GenZ’s Treceños towards
buying smartphones, while mean and standard deviation were used to determine and
analyze the data on the online post-purchase reviews and purchase intention. MannWhitney U test, on the other hand, was used to assess significant differences between
online post-purchase reviews and purchase intention.
The characteristics of Gen Z’s Treceños towards buying smartphones showed
that in terms of age, with the highest of 54.42 percent were ages between 16 to 20
years old with the frequency of 283, While 12 to 15 years old got the lowest result of
16. 73 percent with the frequency of 87; In terms of sex, Majority were the female with
the percentage of 52.69 percent with a frequency of 274, While male got the lowest
percentage of 47.31 percent with a frequency of 246; In terms of weekly allowance of
Php 1000 got the highest result of 63.85 percent with a frequency of 332, While Php
3000 to Php 5000 got the lowest percentage result of 11.92 percent with a frequency
of 62.
The survey on buying smartphones as influence post-purchase Intention; In
terms of perceived credibility. According to the results, the statement ‘’I’m worried about
56
losing my money if the product doesn’t meet my expectation after’’ Had the highest
mean of 4.60 and a standard deviation of 0.66 with the verbal interpretation of strongly
agree, while the statement ‘’I worry that the product not function what the postpurchased review says or may have defects’’ Got the lowest mean of 4.47 and a
standard deviation of 0.79, with the verbal interpretation of strongly agree.
The result showed that the perceived credibility had an average mean 4.55 and
a standard deviation of 0.70, with the verbal interpretation of strongly agree; In terms
of perceived risk, the data gathered showed that the statement, ‘’I always check postpurchase reviews and ratings before buying a new smartphone’’ Had a highest mean
of 4.53 and a standard deviation of 0.66 with the verbal interpretation of strongly agree,
while the statement,’’ I always check if the online reviews are using outdated
information about the smartphones’’ Got the lowest mean of 4.41 and a standard
deviation of 0.75, with the verbal interpretation of strongly agree.
The purchase intention; in terms of price, According to the results, the
statements “It gained my decision to buy smartphones if it’s had discount, voucher and
percent off” obtained the highest mean of 4.38 with a standard deviation of 0.85 and
was verbally interpreted as Strongly agree, while the statement “I am likely to purchase
a smartphones if I consider the price to be low, even though it is not the latest model”
had the lowest mean of 3.90 and a standard deviation of 1.03 and was verbally
interpreted as Agree.
The overall findings indicated that the price had an average mean of 4.21 and
a standard deviation of 0.91 with a verbal interpretation of strongly agree; in terms of
quality with the highest mean of 4.49 and standard deviation of 0.69, the statement “
The mini groceries store’s provision of employment contributes positively to economic
sustainability” was verbally interpreted as strongly agree, while the statement
“Consistent income stability in mini groceries’ operations is indicative of economic
sustainability” had the lowest mean of 4.17 and had a standard deviation of 0.89 with
the verbal interpretation of agree.
The total findings showed that perceived quality had an average mean of 4.36
and a standard deviation of 0.78 with the verbal interpretation of strongly agree; in
terms of perceived value, the result revealed that the statement “I specifically seek out
reviews written by experts, particularly those specializing in iPhone or Apple products”
obtained the highest mean of 4.41 with a standard deviation 0.77 and was interpreted
as strongly agree, while the statement “I find that the perceived value of a product
57
increases with positive online reviews, which justifies a higher price” had the lowest
mean of 4.28 and a standard deviation strongly agree.
The overall findings indicated that perceived value had an average mean of
4.34 and a standard deviation of 0.77 and were verbally interpreted as strongly agree.
Conclusion
Based on the results of the study, the following conclusions were made:
It was discovered that the majority of influence of online post-purchase reviews
and purchase intention in Gen Z Treceños were female, having the age bracket of 1620 years old, and with a per week allowance\income of Php 1,000.
In terms of buying smartphones influenced by the post-purchased reviews, it
generally revealed that Gen Z Treceños Strongly agreed that the genuineness of the
quality and performance of the selected smartphones; they also strongly agreed that
the information presented from both perspectives is more relevant than one-sided
information. They also concurred that they have trust in online reviews authored by
individuals who offer transparent details about their background or identity. They also
strongly agreed that the perceived risk influences their readiness to purchase a product
depending on online feedback.
In terms of buying smartphones influenced by the post-purchase reviews , it
generally revealed that the influence of online post-purchase reviews and purchase
intention in Gen Z Treceños strongly agreed that post-purchase are seen as good to
be true in features, real or fake in reviews, performance, functionality, and ethical
decisions; they also strongly agreed that the reviews determined the smartphones
durability, outdated information, ratings of reviews, identity potential risks, genuinely
informed before making selection.
In terms of buying smartphones influenced by the purchase intention, it
generally revealed that the influence of online post-purchase reviews and purchase
intention in Gen Z Treceños generally revealed that they frequently purchase
smartphones after reading positive and appropriate reviews. Also, they are generally
willing to purchase if it’s low price, have discounts, vouchers, and are worthy for its
aspects.
In terms of buying smartphones influenced by the purchase intention, it
generally revealed that the influence of online post-purchase reviews and purchase
intention in Gen Z Treceños generally strongly agreed that in quality of smartphones
58
are more credible in purchasing is when the review is detailed preferring it’s specified
features and performance positive reviews boosting confidence and trusting online
reviews to purchase smartphones in online.
In terms of buying smartphones influenced by the purchase intention, it
generally revealed that the influence of online post-purchase reviews and purchase
intention in Gen Z Treceños generally strongly agreed that a well written reviews has
more effect than to negative, a recent written in reviews is more helpful than the old
reviews, comparing two products is more quality to know its comparison, and seeking
expert reviews.
Lastly, the results showed that in terms of post-purchase reviews, postpurchase reviews had a significant relationship to the purchase intention towards
buying a smartphone. Which generally revealed that there is a statistically significant
relationship between online post purchase reviews and purchase intention towards
buying smartphones among selected Gen Z inTrece Martires City, thus the null
hypothesis is accepted. While, in terms of purchase intention, post purchase reviews
have a statistically significant relationship in purchase intention toward buying
smartphones among selected Gen Z in Trece Martires City.
Recommendations
The researchers made the following based on the findings and conclusion
presented, the following recommendations are suggested:
Gen Z users must do their research about the smartphone before purchasing
it. Look for the provided details or review, if it's accurate, and truthful product
description.
Smartphone brands should include details about the product specification,
usage instructions, and compatibility to minimize post- purchase regret. Brands need
to address the common concerns or question about the product or service on their
website.
Gen Z should leave relevant and accurate reviews about the smartphones to
give the potential buyer an honest and unbiased review about the smartphone.
Smartphone brands should consider not just a famous influencer but those who
are positive, honest, and unbiased when it comes to reviewing a smartphone.
59
To the influencer who promotes the smartphone you must give an honest,
accurate, and relevant review. Since more on Gen z influence their purchase decisions
on their reviews.
The researchers advise future researchers to work on similar topics and
consider including a wider perspective of reviews in Influence of online post-purchase
reviews and purchase intention towards buying smartphones among selected in Gen
Z Treceños in Trece Martires City, Cavite.
60
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Appendix 1. Survey questionnaire
Republic of the Philippines
CAVITE STATE UNIVERSITY
TreceMartires City Campus
235-7997 ǀ410-5247 ǀ437-0693
www.cvsu.edu.ph
INFLUENCE OF ONLINE POST-PURCHASE REVIEWS AND PURCHASE
INTENTION OF GEN Z TRECEÑOS TOWARD BUYING
SMARTPHONES
Dear Participants,
Good day!
We are currently 4th year students of Bachelor of Science in Business Administration
major in Marketing Management at Cavite State University – Trece Martires Campus.
We are currently conducting research entitled “INFLUENCE OF ONLINE POSTPURCHASE REVIEWS AND PURCHASE INTENTION OF GEN Z TRECEÑOS TOWARD
BUYING SMARTPHONES”.
We would like to encourage your participation in our research. We kindly request your
cooperation in answering the following questions honestly. Rest assured that your
responses will be treated confidentially.
We appreciate your interest in participating to our research study. Thank you very much.
In line with this, we are looking for participants with the following qualifications:
✓ Residents in Trece Martires City
✓ Age 12-27
This consent form will provide information about the study and will assist you in deciding
whether or not to participate. Your participation in this study is purely voluntary. All information
you provide in this study will be anonymous. Your name will not be linked to your information
in any way, instead code name will be used. The data gathered from the research will be
strictly confidential and will only be used for educational purposes only.
Researches:
ALBERT C. CLAVINES
GIAN VINCENT B. DACLES
JOEMARI F. GALISIM
FRANCHESKA AUDREY S. JIMENEZ
DALE NEAH MAGTANGOB
DANIEL ELISHA OLAGUIR
EJAY T. REYES
CHRISTEL MARIE C. SOLOMON
MAY ANN B. VILLADOLID
78
Direction: Please Put a (√) mark in the box that corresponds to your answer.
I. Demographic profile of the Participants
Name (Optional):______________________________
Barangay in Trece:
Aguado
Gregorio
Luciano
Cabezas
Inocencio
Osorio
Cabuco
Lallana
Perez
Conchu
Lapidario
San Agustin
De Ocampo
Gender:
Female
Male
Age:
12 - 15
16 - 20
21 – 27
Income / Allowance:
1000 per week
1001 to 2999 per week
3000 to 5000 per week
79
Appendix 1. Continued...
Direction: Please indicated your level of agreement or disagreement with each of these
statements. Put (√) mark in the box of your answer.
Rating Description
5 – Strongly Agree
4 – Agree
3 – Neutral
2 –Disagree
1 – Strongly Disagree
II. Influence of Online Post – Purchase Review
A. Perceived Credibility
5
4
3
2
1
5
4
3
2
1
1. I always check if the features on postpurchase review is too good to be true or not.
2. I always check if the post-purchase review is
real or fake.
3. I am always concerned about the smartphone’s
performance in games, camera, and storage.
4. I worry that the product may not function what
the post-purchase review says or may have
defects.
5. I'm worried about losing my money if the
product doesn't meet my expectations after
buying the smartphones’ that I read about in a
post-purchase review.
B. Perceived Risk
1. I always look at reviews given after a purchase
to determine a smartphone's durability and
reliability.
2. I always check if the online reviews are using
outdated information about the smartphone.
80
Appendix 1. Continued...
3. I always check post-purchase reviews and
ratings before buying a new smartphone.
4. I always analyze customer reviews to identify
potential risks before buying.
5. I felt more confident with my selection after
reading user reviews, which assisted me in
making an informed decision.
III. Purchase Intention of Gen Z toward Buying Smartphones
A. Perceived Price
5
4
3
2
1
5
4
3
2
1
1. The price of a smartphone greatly influences
my decision to buy it.
2. I am willing to buy a smartphone if online
reviews are worth the price.
3. It gained my decision to buy smartphones if it’s
had discount, voucher and percent off.
4. I prefer buying Smartphone during price
deduction period only.
5. I am likely to purchase a smartphone if I
consider the price to be low, even though it is not
the latest model.
B. Perceived Quality
1. Positive online reviews increase my confidence
in
the quality of a mobile phone.
2. Online reviews from verified purchasers are
more credible regarding the quality of a mobile
phone.
3. I trust online reviews to accurately reflect the
quality of a mobile phone.
81
Appendix 1. Continued...
4. Detailed online reviews (e.g., those mentioning
specific features and performance) are more
convincing about the quality of a mobile phone.
5. Online reviews that has comment that build the
quality of a smartphone meets the expectations.
C. Perceived Value
5
4
1. A well-written positive review impacts me more
than several negative ones with limited
information.
2. I tend to find recently written reviews more
helpful than older ones when making a purchase
decision.
3. I find that the perceived value of a product
increases with positive online reviews, which
justifies a higher price.
4. I find reviews that compare two products to
each other more helpful, such as a comparison
between two phones.
5. I specifically seek out reviews written by
experts, particularly those specializing in iPhone
or Apple products.
THANK YOU SO MUCH GODBLESS
3
2
1
82
Appendix 2. Reliability analysis
Appendix Table 1. Online post-purchase review and purchase intention of Gen Z
Treceños toward buying smartphones’ pretest survey result.
83
Appendix 3. Raw Data
Appendix Table 2. Demographic profile of participants in terms of age
AGE
FREQUENCY
PERCENTAGE
12 - 15
87
16.73
16 - 20
283
54.42
21 - 27
150
28.85
TOTAL
520
100(%)
Appendix Table 3. Demographic profile of participants in terms of sex.
SEX
FREQUENCY
PERCENTAGE
Female
274
52.69
Male
246
47.31
TOTAL
520
100(%)
Appendix Table 4. Demographic profile of participants in terms of allowance/income.
ALLOWANCE/INCOME
FREQUENCY
PERCENTAGE
Php 1,000.00
332
63.85
Php 1,001.00 to Php 2,999.00
126
24.43
Php 3,000.00 to Php 5,000.00
62
11.92
TOTAL
520
100(%)
84
Appendix 3. Continued…
Appendix Table 5. Buying smartphones as influenced by post-purchase reviews in
terms of perceived credibility.
PERCEIVED CREDIBILITY
MEAN
1. I always check if the features4.54
STANDARD
VERBAL
DEVIATION
INTERPRETATION
0.69
Strongly Agree
0.67
Strongly Agree
0.68
Strongly Agree
0.79
Strongly Agree
0.66
Strongly Agree
0.70
Strongly Agree
on post-purchase reviews are
too good to be true
2. I always check if the post-4.58
purchase review is real or fake
3. I am always concerned about4.57
the smartphone’s performance
in games, camera, and storage.
4. I worry that the product may4.05
not function what the postpurchase review says or may
have defects.
5. I’m worried about losing my4.60
money if the product doesn’t
meet my expectations after
buying the smartphones’ that I
read about in a post-purchase
review
TOTAL
4.55
85
Appendix 3. Continued…
Appendix Table 6. Buying smartphones as influenced by post-purchase reviews in
terms of perceived risk.
PERCEIVED RISK
MEAN
1. I always look at reviews given4.51
STANDARD
VERBAL
DEVIATION
INTERPRETATION
0.62
Strongly Agree
0.75
Strongly Agree
0.66
Strongly Agree
0.69
Strongly Agree
0.66
Strongly Agree
0.68
Strongly Agree
after a purchase to determine a
smartphone’s durability
2. I always check if the online4.41
reviews are using outdated
information
about
the
smartphone.
3. I always check post-purchase4.53
reviews
and
ratings
before
buying a new smartphone.
4. I always analyze customer4.49
reviews to identify potential risks
before buying.
5. I felt more confident with my4.43
selection after reading user
reviews, which assisted me in
making an informed decision.
TOTAL
4.47
86
Appendix 3. Continued…
Appendix Table 7. Buying smartphones as influenced by purchase intention in terms
of perceived price.
PERCEIVED PRICE
MEAN
1. The price of a smartphone4.36
STANDARD
VERBAL
DEVIATION
INTERPRETATION
0.84
Strongly Agree
0.87
Strongly Agree
0.85
Strongly Agree
0.87
Agree
1.03
Agree
0.91
Strongly Agree
greatly influences my decision
to buy it.
2. I am willing to buy a4.28
smartphone if online reviews
are worth the price.
3. It gained my decision to buy4.38
smartphones if it had a discount,
voucher and percent off.
4. I prefer buying Smartphones4.14
during
the
price
deduction
period only.
5. I am likely to purchase a3.90
smartphone if I consider the
price to be low, even though it is
not the latest model.
TOTAL
4.21
87
Appendix 3. Continued…
Appendix Table 8. Buying smartphones as influenced by purchase intention in terms
of perceived quality.
PERCEIVED QUALITY
MEAN
1. I trust online reviews to4.49
STANDARD
VERBAL
DEVIATION
INTERPRETATION
0.69
Strongly Agree
0.72
Strongly Agree
0.89
Agree
0.77
Strongly Agree
0.77
Strongly Agree
0.78
Strongly Agree
accurately reflect the quality of
mobile phones.
2.
Positive
online
reviews4.38
increase my confidence in the
quality of a mobile phone.
3.
Negative
online
reviews4.17
make me question the quality of
a mobile phone.
4. Detailed online reviews (e.g.,4.39
those
mentioning
specific
features and performance) are
more
convincing
about
the
quality of a mobile phone than
brief reviews.
5. Online reviews from verified4.35
purchasers are more credible
regarding the quality of a mobile
phone.
TOTAL
4.36
88
Appendix 3. Continued…
Appendix Table 9. Buying smartphones as influenced by purchase intention in terms
of perceived value.
PERCEIVED VALUE
MEAN
1. A well-written positive review4.33
STANDARD
VERBAL
DEVIATION
INTERPRETATION
0.84
Strongly Agree
0.72
Strongly Agree
0.76
Strongly Agree
0.74
Strongly Agree
0.77
Strongly Agree
0.77
Strongly Agree
impacts me more than several
negative
ones
with
limited
information.
2. I tend to find recently written4.33
reviews more helpful than older
ones when making a purchase
decision
3. I find that the perceived value4.28
of a product increases with
positive online reviews, which
justifies a higher price.
4. I find reviews that compare4.37
two products to each other more
helpful, such as a comparison
between two phones.
5. I specifically seek out reviews4.41
written by experts, particularly
those specializing in iPhone or
Apple products.
TOTAL
4.34
89
Appendix 3. Continued…
Appendix Table 10. Correlation analysis between online post-purchase review and
purchase intention of Gen Z Treceños toward buying smartphones.
VARIABLE COEFFICIENT
Perceived
P-
(r)
VALUE
0.31
0.00
Price
Perceived
0.36
0.00
Quality
Perceived
0.41
0.00
Value
Overall
Purchase
Intention
0.45
0.00
INTERPRETATION
DECISION
Low positive
Reject null
correlation
hypothesis
Low positive
Reject null
correlation
hypothesis
Low positive
Reject null
correlation
hypothesis
Low positive
Reject null
correlation
hypothesis
90
Appendix 4. Certification from statistician
Appendix 5. Certification from English critic
Appendix 6. Routing Slip
Appendix 7. Curriculum Vitae
91
Appendix 5. Certification from English critic
92
Appendix 6. Routing slip
DEPARTMENT OF BUSINESS ADMINISTRATION
Republic of the Philippines
CAVITE STATE UNIVERSITY
Trece Martires City Campus
 (0977)8033809
www.cvsu.edu.ph
Department of Business Administration
ROUTING SLIP
(for Undergraduate)
Albert C. Clavines
Gian Vincent B. Dacles
Joemari F. Galisim
Francheska Audrey S. Jimenez
Dale Neah Magtangob
Daniel Elisha C. Olaguir
Ejay T. Reyes
Christel Marie C. Solomon
May Ann B. Villadolid
Type of Study:
 Thesis
 Narrative
 EDP
 Design Project
 Case Study
 Teaching Portfolio
Title of Study: Influence of Online Post-Purchase Review and Purchase Intention of Gen
Z Treceños toward Buying Smartphones
Type of Manuscript:
 Outline (if applicable)
 Final Manuscript
Name of Student(s):
DATE
RECEIVED
DESIREE ANNE D. MENDOZA, MBA
Adviser
CRISTZADO. MANLAPIG, MBA
Technical Critic
KELVIN M. CUSTODIO, MBA
Department Research Coordinator
DESIREE ANNE D. MENDOZA, MBA
Department Chairperson
Vienna Mi A. Feranil
English Critic
KHENILYN P LEWIS, DIT
Campus Research Coordinator
JESSIE ANNE T. DEMETILLO, PhD
Campus Administrator
DATE
RELEASED
REMARKS
SIGNATURE
93
Appendix 7. Curriculum Vitae