The Role of Customer Review Towards Gen-Z Customer Trust with the Transformation of Consumer Behavior as a Moderating Variable and Shopping Experience as an Intervening Variable

Authors

  • ‎ Fatimah Politeknik Negeri Jakarta, Jl. Prof. Dr. G.A. Siwabessy, Kampus UI Depok https://orcid.org/0000-0002-1805-4985
  • ‎ Efriyanto Politeknik Negeri Jakarta, Jl. Prof. Dr. G.A. Siwabessy, Kampus UI Depok
  • ‎ Supriatnoko Politeknik Negeri Jakarta, Jl. Prof. Dr. G.A. Siwabessy, Kampus UI Depok
  • Tika Dwi Ariyanti Politeknik Negeri Jakarta, Jl. Prof. Dr. G.A. Siwabessy, Kampus UI Depok

DOI:

https://doi.org/10.18502/kss.v10i17.19323

Keywords:

online customer review, customer experience online, customer trust, transformation of consumer behavior

Abstract

This research examines how online customer reviews (OCR) affect customer trust, with consumer behavior transformation (TPK) as a moderating variable and customer experience online (CEO) as an intervening variable. The study surveyed 185 Gen Z respondents, aged 17 or older, who shop on platforms like Shopee and Tokopedia. Using SEM PLS analysis, the study found that OCR positively influences customer trust, while TPK moderately enhances this effect. However, CEO has a weak impact on trust and cannot mediate the OCR-trust relationship. TPK also has a direct positive impact on customer trust.

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Published

2025-08-08

How to Cite

Fatimah, ‎, Efriyanto, ‎, Supriatnoko, ‎, & Ariyanti, T. D. (2025). The Role of Customer Review Towards Gen-Z Customer Trust with the Transformation of Consumer Behavior as a Moderating Variable and Shopping Experience as an Intervening Variable. KnE Social Sciences, 10(17), 163–185. https://doi.org/10.18502/kss.v10i17.19323

Issue

Vol. 10 No. 17 (2025): The 6th International Conference on Technology, Education, and Social Science (6th ICTESS): Education and Social Science

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Articles

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Copyright (c) 2025 ‎ Fatimah, ‎ Efriyanto, ‎ Supriatnoko, Tika Dwi Ariyanti

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