Navigating Purchase Intentions: The Influence of Reviewers' Comments Moderated by Risk and Trust

Despite previous research on the impact of social media reviews on purchase intention, it is still unclear how individual reviewers' comments impact purchase intentions. To fill in the gap, this study examines the impact of product-related comments on purchase intentions. In terms of contributions, this study evaluates people's dependence on social media for product information and purchase intention while considering risk and trust as moderating factors. The data were collected quantitatively using surveys. The sample consisted of 384 academically advanced adults with high social media engagement. The study hypotheses were tested using the PROCESS macro after exploratory and confirmatory factor analysis, and correlation analysis were conducted. Among those surveyed, it was confirmed that most people sought product-related comments on social media when seeking information about a product they might be interested in purchasing. It was also observed that the risk factor reduced the impact of other variables in the model presented in this study. In conclusion, this investigation is more reliable, and its outcomes benefit scholars, supervisors, merchants, and webmasters, for instance, in establishing a study for future research efforts and providing practical guidance that could boost promotional efforts and marketing activities, especially in this era of artificial intelligence.