The influence of third-party online reviews on consumers’ online purchase intention for skincare

Sammanfattning:  This study aims to gain a deeper understanding and knowledge about the influence in which third-party online reviews have on consumers’ online purchase intention for skincare products during the implemented restrictions during COVID-19. The study is conducted using a quantitative research method by distributing an online questionnaire. A deductive approach was chosen in order to examine the influence of the independent variable on the dependent variable; third-party online reviews and online purchase intention in the context of skincare products. Simple linear regression was conducted to test the statistical significant relationship between the independent variable and the factor variable with the online purchase intention separately. The results of this study indicate that third-party online reviews have a significant influence and an impact on the consumers’ online purchase intention for skincare. Also, it was also discovered that COVID-19 restrictions had a strong effect on the dependent variable, but not necessarily as strong to influence consumers to use third-party online reviews before making an online purchase.