The impact of online review on fresh food purchase intention via mobile applications: An approach of Elaboration Likelihood Model (ELM) theory

Hoa Le Thai Nguyen; Thi Thi Cam Tang

doi:10.46223/HCMCOUJS.econ.en.15.2.3090.2025

15(2)2025

The impact of online review on fresh food purchase intention via mobile applications: An approach of Elaboration Likelihood Model (ELM) theory

Author - Affiliation:

Hoa Le Thai Nguyen - Saigon Technology University, Ho Chi Minh City , Vietnam

Thi Thi Cam Tang - Ho Chi Minh City Open University, Ho Chi Minh City , Vietnam

Corresponding author: Hoa Le Thai Nguyen - hoamai54@yahoo.com

DOI:10.46223/HCMCOUJS.econ.en.15.2.3090.2025

Submitted: 21-11-2023
Accepted: 19-03-2024
Published: 24-05-2024

Abstract

Today, consumers are interested in fresh food, and the convenience of mobile App shopping since the rise of various food delivery platforms gives consumers more choices and enables them to gather information through online reviews. This study aims to examine the impact of central and peripheral cues of Online Consumer Review (OCR) (including accuracy, completeness, timeliness, consistency, quantity, product ratings, and visual cues) toward purchase intention based on Elaboration Likelihood Model (ELM) and the mediating role of attitude. Previous studies explored the independent effects of central and peripheral cues on behavioral intention. However, approaching ELM, we argue that central and peripheral ones are processed jointly by online consumers rather than independently. By non-probability method with a convenience sample, data from 302 online shoppers in Vietnam were collected by online survey and analyzed with a Structural Equation Model (SEM). The results revealed that the accuracy, timeliness, consistency, quantity, and visual cues of Online Consumer Reviews (OCR) had a significant impact on attitude. Besides, attitude was found to play a fully mediating role between OCR consistency, visual cues, and purchase intention. It also played a partially mediating effect between OCR accuracy, timeliness, quantity, and purchase intention. The findings deepen insights into the factors of eWoM in the new context and propose significant implications for managers and marketers to have a better marketing strategy to improve business profitability, especially on e-commerce platforms.

JEL codes

M10; M31; O32

Keywords

attitude and purchase intention; central routes; Elaboratory Likelihood Model (ELM); Online Consumer Reviews (OCR); peripheral cues

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Cite this paper as:

Nguyen, H. L. T., & Tang, T. T. C. (2025).The impact of online review on fresh food purchase intention via mobile applications: An approach of Elaboration Likelihood Model (ELM) theory. Ho Chi Minh City Open University Journal of Science – Economics and Business Administration, 15(2), 128-151. https://doi.org/10.46223/HCMCOUJS.econ.en.15.2.3090.2025

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DOI: https://doi.org/10.46223/HCMCOUJS.econ.en.15.2.3090.2025