INFLUENCE OF THAI LANGUAGE FORMALITY IN ONLINE PRODUCT REVIEW VIDEO AND REVIEWER GENDER ON PURCHASE INTENTION

Abstract

This research aimed to investigate the impact of 1) Thai language formality in online product review video and 2) reviewer gender on viewers’ level of opinion, perceived quality, and perceived usefulness of product review. It also examined the effects of level of opinion, perceived quality, and perceived usefulness of product review on purchase intention. The data were collected from 400 Thais who were born between 1965 to 2009 (or Generation X, Y, and Z). The study found that the formality of Thai language in online product review video had significant impacts on viewers’ perceived quality of the reviews. Viewers perceived significantly higher quality from product reviews that used semi-formal language. The study also indicated that reviewer gender had significant impacts on viewers’ perceived quality and perceived usefulness of the reviews. Viewers perceived significantly higher quality and higher usefulness from reviews with female voice reviewers. It was also found that viewers’ perceived quality and perceived usefulness of reviews had strong positive effects on their purchase intention, while viewers’ opinion level toward the reviews had moderate positive effects on the purchase intention.