EFFECT OF ONLINE REVIEW QUALITY ON CONSUMERS’ PURCHASING DECISION OF AGRICTECH SERVICES IN CROSS RIVER STATE, NIGERIA

Abstract

This study examines the effect of review quality on consumers’ purchase decisions of AgriTech services in Cross River State, Nigeria. This study adopted a survey research design with a sample size of 321 which was determined using Cochran sample size formula and purposive and convenience sampling technique was used to select the respondents. The study employed questionnaire as the instrument for data collection. Partial least square structural equation modelling was employed to analyze the data obtained. The study found that review credibility and emotional tone has positive and insignificant effect on consumers’ purchase decisions of AgriTech services while review accuracy has positive and significant effect on consumers’ purchase decisions of AgriTech services. The study therefore recommends Agrictech should consider integrating emotional elements in marketing strategies to engage customers better, even if the effect is currently insignificant. This could build brand loyalty over time. Also, they should analyze different consumer segments to see if emotional tone resonates more with specific groups. Tailoring messages could lead to more effective outcomes.