Forthcoming Articles

International Journal of Services Technology and Management

International Journal of Services Technology and Management (IJSTM)

Forthcoming articles have been peer-reviewed and accepted for publication but are pending final changes, are not yet published and may not appear here in their final order of publication until they are assigned to issues. Therefore, the content conforms to our standards but the presentation (e.g. typesetting and proof-reading) is not necessarily up to the Inderscience standard. Additionally, titles, authors, abstracts and keywords may change before publication. Articles will not be published until the final proofs are validated by their authors.

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International Journal of Services Technology and Management (One paper in press)

Regular Issues

  • Trust or trend? The amplifying effect of brand credibility on online reviews and OEM product purchases   Order a copy of this article
    by Paulo Noel A. Mazo, Emmanuel P. Paulino, Anna Liza Aterrado, Mian Rayray 
    Abstract: This research explores the impact of online reviews and brand credibility on purchase intentions for original equipment manufacturer (OEM) products, which often encounter skepticism due to quality inconsistencies and counterfeit risks. The study investigates whether brand credibility amplifies the influence of online reviews on consumer decisions, emphasising their combined significance. OEMs in emerging markets like the Philippines struggle to build consumer trust due to limited brand recognition, despite the growing popularity of online shopping. Although online reviews are a key source of consumer information, their impact on purchase intentions especially through the lens of brand credibility remains insufficiently explored in this context. Employing a survey-based quantitative approach and analysing data from 300 frequent OEM buyers in Metro Manila using PLS SEM, the findings reveal that online reviews significantly affect purchase intentions directly and indirectly through brand credibility. The study addresses a gap by focusing on OEM products unique branding challenges and highlights the role of digital reputation and credibility-building in shaping consumer trust and purchase decisions. It provides insights for OEM sellers on leveraging online reviews and credibility strategies to enhance consumer perception and boost sales.
    Keywords: online reviews; purchase intention; PI; brand credibility; BC; original equipment manufacturer; OEM; mediation; digital consumer behaviour.
    DOI: 10.1504/IJEMR.2025.10073198
     

 

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