Factors affecting the credibility of online reviews on tik

MINISTRY OF EDUCATION AND TRAINING STATE BANK OF VIET NAM BANKING UNIVERSITY OF HO CHI MINH CITY CAN THU KIET FACTORS AFFECTING THE CREDIBILITY OF ONLINE REVIEWS ON TIKI BACHELOR THESIS MAJOR: BUSINESS ADMINISTRATION CODE: 7340101 HO CHI MINH CITY, 2020 MINISTRY OF EDUCATION AND TRAINING STATE BANK OF VIET NAM BANKING UNIVERSITY OF HO CHI MINH CITY CAN THU KIET FACTORS AFFECTING THE CREDIBILITY OF ONLINE REVIEWS ON TIKI BACHELOR THESIS BUSINESS ADMINISTRATION CODE: 7340101 SUPERVISOR TRAN VAN DAT, PhD HO CHI MINH CITY, 2020 TÓM TẮT Sự phát triển internet phương tiện truyền thông xã hội trực tuyến thay đổi cách người giao tiếp với Trong bối cảnh này, đánh giá trực tuyến, hình thức truyền miệng điện tử đặc biệt (eWOM), lên kênh truyền thông ngày trở nên phổ biến Ngày nay, đánh giá trực tuyến nguồn thông tin có ảnh hưởng người tiêu dùng hình thành định mua hàng Tuy nhiên, có nhiều đánh giá sai lệch nhiều nguyên nhân khác gây ảnh hưởng nghiêm trọng đến thương hiệu Từ đó, vấn đề đặt đánh giá trực tuyến đáng tin cậy Đề tài “Các yếu tố ảnh hưởng đến độ uy tín đánh giá trực tuyến TIKI ” thực thành phố Hồ Chí Minh thời gian từ cuối tháng 10/2019 đến đầu tháng 1/2020 Mẫu lấy theo phương pháp thuận tiện với cỡ mẫu chọn 499 Mục tiêu nghiên cứu tìm yếu tố ảnh hưởng tới độ tin cậy đánh giá trực tuyến TIKI Trên sở đó, đề xuất hàm ý quản trị để góp phần nâng cao hiệu kinh doanh trực tuyến doanh nghiệp Các phương pháp sử dụng đề tài gồm: phương pháp thống kê mô tả, Cronbach’s Alpha, phân tích nhân tố EFA, phân tích mơ hình hồi quy kiểm định khác biệt nhóm đặc điểm nhân học (ANOVA) Kết cho thấy có yếu tố ảnh hưởng độ tin cậy đánh giá trực tuyến TIKI là: “Tính xác”, “Tính đầy đủ”, “Số lượng đánh giá”, “Tính quán”, “Đánh giá sản phẩm dịch vụ” “Uy tín website” I ABSTRACT Today, marketers consider social media to promote their products Social media has become a very important tool that enables marketers to communicate with their customers After the significant development of the internet and online social media, people have started to share their opinions about products through online reviews Even more, consumers consider online reviews to be a more reliable source of information than traditional sources (Fang et al., 2016) Previous studies have shown that online reviews can play an important role in consumer shopping behavior (Yin et al., 2014; Mudambi and Schuff, 2010; Zhang, Zhao, et al., 2014) Specifically, information generated by consumers, such as online reviews, is more persuasive than information generated by marketers, because consumers have no benefits and are therefore independent and trustworthy more reliable (Park et al., 2007; Plotkina and Munzel, 2016; Reimer and Benkenstein, 2016) Currently, in various e-commerce websites, online reviews are given along with product descriptions, enabling consumers to make the right purchase decision As a result, consumers search online reviews for brand gadgets, which ultimately affects consumer buying intent However, fake online reviews have made consumer reviews more difficult and negatively impact the brand image For this reason, the reliability of online reviews is essential when making purchase decisions based on those reviews and contributes to protecting the brand image in public Therefore, the implementation of the research: "FACTORS AFFECTING THE CREDIBILITY OF ONLINE REVIEWS ON TIKI" aims to identify and test the determinants affecting the credibility of online reviews At the same time, create a premise to study the impact of online reviews on consumer buying intent The research model used based on the research of Thomas, MJ, Wirtz, BW, & Weyerer, JC (2019) includes Accuracy, Completeness, Timeliness, Review Quantity, II Review Consistency, Reviewer Expertise, Product / Service Rating, and Website Reputation Research data is randomly collected through the form of an online survey conducted by a Google form tool and a field survey by going to universities and cafes Thereby, 460 samples were collected, of which 11 were not valid due to ignoring the question, so there were only 499 valid samples SPSS 20 is used in the thesis to analyze data and test assumptions The survey participants are online shoppers who regularly use social media After the data collection process is completed, all data is put into SPSS 20 The process of checking and analyzing the data sequentially follows: reliability test, EFA factor analysis, Correlation analysis, Multiple linear regression analysis Initially, the scale will be assessed by Cronbach's Alpha and EFA Then, the correlation coefficient test is used to check the linear relationship between the independent and dependent variables If the independent variables are strongly correlated, the multicollinearity problem must be considered when regression analysis Finally, regression analysis is used to determine the impact of independent variables on dependent variables (Online reviews credibility) The results show that all Cronbach's alpha is above 0.7 and the correlation of the variables in the scale > 0.4 These items were then analyzed by discovery factor analysis (EFA) with the Principal components method for extraction and Varimax method for rotation The results presented that night factors were extracted from measurement scales with the extraction sum of squared loadings being about 66,350% (greater than 50%) The KMO index was significant at 0.781 and Barlett’s test result is 528 with Sig = 0.000 < 0.05 In general, data can be used for analysis Next, correlation analysis showed that some independent variables were correlated with each other Therefore, regression analysis should pay attention to the III problem of multi-collinearity The independent variables are correlated with the dependent variables and therefore will be included in the model to explain the dependent variables However, there are variables ACC (accuracy) and RE (expert evaluation) with sig > 0.05, two variables are not correlated with the dependent variables Finally, regression analysis showed that Accuracy, Completeness, Review Quantity, Review Consistency, Product / Service Rating, and Website Reputation are accepted and all of them have a positive effect on Review Credibility In particular, completeness (0.378) and website reputation (0.243) are the two factors that have the biggest impact on the credibility of online reviews That shows shoppers are very interested in completeness, the full information as well as necessary evidence to help shoppers can assess the truthfulness and accuracy of the information more easily At the same time, the website reputation also helps increase the credibility of the reviews, buyers tend to believe in online reviews if the website has a good reputation Basically, the research completed its original purpose of identifying factors that affect the credibility of online reviews Through the research, there are some interesting findings that seem to have some sort of spillover effect between website reputation and reputation rating In previous research (Thomas, MJ, Wirtz, BW, & Weyerer, JC, 2019), the reputation of a website has the strongest impact on the reliability of online reviews In addition, there is the opposite of the review quantity factor when in the study of Thomas, MJ, Wirtz, BW, & Weyerer, JC (2019) the review quantity showed a significant negative impact on the online review credibility, this is contrary to the result in this paper as well as previous studies (Fan et al., 2013) So more examination of this result is needed While the study provides important information on the impact and effect of the credibility of online reviews, it still has limitations that need to be taken seriously IV Accordingly, future research may meet these limitations to make research results more valuable Firstly, empirical research is conducted at a number of universities in Ho Chi Minh City and mainly users on the e-commerce platform TIKI, so its results may not be complete reflect in the Vietnamese context The reliability of this finding becomes higher if the survey is repeated in other cities with larger sample sizes Second, as mentioned, the effective relationship between the review quantity and the credibility of online reviews requires further testing From a practical perspective, this is a very important and urgent issue, as it is of strategic significance to companies that participate in the online evaluation of their products or services V ACKNOWLEDGE Firstly, I would like to express my deep gratitude and sincere gratitude to Dr Tran Van Dat for supporting and helping me in the process of completing the thesis From the bottom of my heart, thank you so much Secondly, I would like to thank my relatives, friends, people from directly or indirectly helping me during the research process Finally, at this time, I declare that this graduate thesis is the author's own research, the results of the research are honest, in which none of the previously published content or the content made by others except for full citations in the thesis VI CONTENTS TÓM TẮT I ABSTRACT II ACKNOWLEDGE .VI CONTENTS VII LIST OF FIGURES X LIST OF TABLES X LIST OF ABBREAVIATIONS XI CHAPTER INTRODUCTION 1.1 Problem statement 1.2 Research objectives 1.3 Research question 1.4 Research subject and scope 1.5 Significant of the study 1.5.1 Scientific significance 1.5.2 Practical significance 1.6 Research method 1.7 Structure of the study CHAPTER LITERATURE REVIEW 2.1 Theoretical background 2.1.1 Determinants Based on Argument Quality 2.1.2 Determinants Based on Peripheral Cues 2.1.3 Credible online reviews 2.1.4 TIKI 2.2 Previous research 10 2.3 Hypothesis 18 2.3.1 Accuracy 18 VII 2.3.2 Completeness 18 2.3.3 Timeliness 19 2.3.4 Review quantity 19 2.3.5 Review consistency 19 2.3.6 Reviewer expertise 20 2.3.7 Product or service rating 20 2.3.8 Website reputation 21 CHAPTER RESEARCH METHODOLOGY 23 3.1 Conceptual Model 23 3.2 Research variables 25 3.3 Research design 29 3.4 Sample and data collection method 30 3.4.1 Sample size 30 3.4.2 Select survey subjects 31 3.4.3 Questionnaire design 31 3.4.4 Data collection method 33 3.5 Data analysis method 33 3.5.1 Cronbach’s Alpha 33 3.5.2 Exploratory factor analysis (EFA) 34 3.5.3 Correlation Analysis 35 3.5.4 Regression analysis 35 3.5.5 One-way Anova 36 CHAPTER DATA ANALYSIS AND DISCUSSION 37 4.1 Introduction 37 4.2 Descriptive analysis 37 4.2.1 Gender 37 4.2.2 Age 38 4.2.3 Occupation 38 4.2.4 Income 39 VIII 10 11 12 13 14 15 16 17 18 19 20 21 22 Online reviews on TIKI contain very detailed information about the reviewed products/services Online reviews on TIKI contain a variety of information about the reviewed products/services Overall, online reviews on TIKI are comprehensive Online reviews on TIKI are current Online reviews on TIKI are timely Online reviews on TIKI are up to date There is a great number of reviews from different authors about many products/services on TIKI There is a variety of reviews about many products/services on TIKI There is a multitude of information about many products/services on TIKI The number of online reviews about products/services on TIKI is high Different online reviews about a product/service on TIKI are often consistent with each other in terms of content Different online reviews about a product/service on TIKI overlap to some extent with each other in terms of content There are a number of overlaps among different online reviews about a product/service on TIKI Reviewers of online reviews on TIKI seem to possess sufficient knowledge Reviewers of online reviews on TIKI seem to have enough insights to make an assessment Reviewers of online reviews on TIKI seem to be competent The rating of products/services on TIKI by means of stars has narrowed down the number of alternative products/services that are interesting to (1) (2) (3) (4) (5) (1) (2) (3) (4) (5) (1) (2) (3) (4) (5) (1) (1) (1) (2) (2) (2) (3) (3) (3) (4) (4) (4) (5) (5) (5) (1) (2) (3) (4) (5) (1) (2) (3) (4) (5) (1) (2) (3) (4) (5) (1) (2) (3) (4) (5) (1) (2) (3) (4) (5) (1) (2) (3) (4) (5) (1) (2) (3) (4) (5) (1) (2) (3) (4) (5) (1) (2) (3) (4) (5) (1) (2) (3) (4) (5) (1) (2) (3) (4) (5) 71 23 24 25 26 27 28 29 30 31 32 33 me The rating of products/services on TIKI by means of stars has allowed me to find products/services that satisfy my needs The rating of products/services on TIKI by means of stars has allowed me to find well-rated products/services The rating of products/services on TIKI by means of stars has allowed to me get a quick overview of products/services The website of TIKI is very popular The website of TIKI has a high reputation with good reason The website of TIKI is known for its high reputation The website of TIKI is trustworthy in my opinion I think online reviews on TIKI are credible I think online reviews on TIKI are factual I think online reviews on TIKI are reliable I think online reviews on TIKI are trustworthy (1) (2) (3) (4) (5) (1) (2) (3) (4) (5) (1) (2) (3) (4) (5) (1) (2) (3) (4) (5) (1) (2) (3) (4) (5) (1) (2) (3) (4) (5) (1) (1) (1) (1) (1) (2) (2) (2) (2) (2) (3) (3) (3) (3) (3) (4) (4) (4) (4) (4) (5) (5) (5) (5) (5) B Information about participant Gender:  Male  Female Age:  < 18  18 - 22  23 - 26  27 - 30  > 30 Occupation  Student  Officer  Worker  Business  Other Income (million VND)  12 Frequency 72  Several times a month  - 10 times / month  - times / month  - times / month  More than 10 times / month APPENDIX C DATA ANALYSIS RESULT  Descriptive Statistic Gender Frequency Percent Valid Percent Cumulative Percent Male 239 53,2 53,2 53,2 Female 209 46,5 46,5 99,8 ,2 ,2 100,0 449 100,0 100,0 Valid Total Age Frequency Percent Valid Percent Cumulative Percent 12 milion 40 8,9 8,9 100,0 449 100,0 100,0 Valid Total Frequency Frequency Percent Valid Percent Cumulative Percent Several times a month 130 29,0 29,0 29,0 - times / month 257 57,2 57,2 86,2 - times / month 41 9,1 9,1 95,3 - 10 times / month ,9 ,9 96,2 17 3,8 3,8 100,0 449 100,0 100,0 Valid More than 10 times / month Total  Cronbach’s Alpha Accuracy Reliability Statistics 74 Cronbach's N of Items Alpha ,797 Item-Total Statistics Scale Mean if Scale Variance Corrected Item- Cronbach's Item Deleted if Item Deleted Total Alpha if Item Correlation Deleted ACC1 9,64 10,431 ,507 ,793 ACC2 9,51 9,438 ,618 ,742 ACC3 9,69 8,778 ,678 ,711 ACC4 9,65 9,292 ,636 ,733 Completeness Reliability Statistics Cronbach's N of Items Alpha ,729 Item-Total Statistics Scale Mean if Scale Variance Corrected Item- Cronbach's Item Deleted if Item Deleted Total Alpha if Item Correlation Deleted COM1 10,39 6,340 ,467 ,698 COM2 10,36 5,990 ,574 ,636 COM3 10,32 5,572 ,622 ,603 COM4 9,98 6,736 ,419 ,723 Timeliness Reliability Statistics 75 Cronbach's N of Items Alpha ,820 Item-Total Statistics Scale Mean if Scale Variance Corrected Item- Cronbach's Item Deleted if Item Deleted Total Alpha if Item Correlation Deleted TIM1 8,36 2,602 ,647 ,786 TIM2 8,28 2,956 ,680 ,753 TIM3 8,36 2,584 ,706 ,719 Review Quantity Reliability Statistics Cronbach's N of Items Alpha ,839 Item-Total Statistics Scale Mean if Scale Variance Corrected Item- Cronbach's Item Deleted if Item Deleted Total Alpha if Item Correlation Deleted RQ1 9,57 6,223 ,720 ,779 RQ2 9,63 6,322 ,577 ,837 RQ3 9,89 5,599 ,683 ,793 RQ4 9,60 6,004 ,724 ,774 Review Consistency Reliability Statistics 76 Cronbach's N of Items Alpha ,790 Item-Total Statistics Scale Mean if Scale Variance Corrected Item- Cronbach's Item Deleted if Item Deleted Total Alpha if Item Correlation Deleted RC1 7,14 4,476 ,533 ,815 RC2 7,29 3,762 ,700 ,636 RC3 7,25 4,046 ,666 ,677 Reviewer Expertise Reliability Statistics Cronbach's N of Items Alpha ,833 Item-Total Statistics Scale Mean if Scale Variance Corrected Item- Cronbach's Item Deleted if Item Deleted Total Alpha if Item Correlation Deleted RE1 6,86 3,703 ,681 ,780 RE2 6,89 3,649 ,718 ,743 RE3 6,87 3,833 ,679 ,781 Product/Service Rating Reliability Statistics 77 Cronbach's N of Items Alpha ,779 Item-Total Statistics Scale Mean if Scale Variance Corrected Item- Cronbach's Item Deleted if Item Deleted Total Alpha if Item Correlation Deleted PSR1 10,07 6,455 ,602 ,715 PSR2 9,90 6,386 ,647 ,692 PSR3 10,02 6,261 ,604 ,714 PSR4 9,80 7,189 ,483 ,773 Website Reputation Reliability Statistics Cronbach's N of Items Alpha ,720 Item-Total Statistics Scale Mean if Scale Variance Corrected Item- Cronbach's Item Deleted if Item Deleted Total Alpha if Item Correlation Deleted WR1 10,27 4,879 ,476 ,678 WR2 10,37 4,681 ,604 ,604 WR3 10,54 4,767 ,530 ,646 WR4 10,31 5,021 ,433 ,704 Review Credibility 78 Reliability Statistics Cronbach's N of Items Alpha ,829 Item-Total Statistics Scale Mean if Scale Variance Corrected Item- Cronbach's Item Deleted if Item Deleted Total Alpha if Item Correlation Deleted RCRE1 9,22 8,656 ,682 ,772 RCRE2 9,44 9,010 ,689 ,771 RCRE3 9,44 9,005 ,687 ,771 RCRE4 9,66 8,974 ,576 ,823  EFA Factor Analysis KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy ,781 Approx Chi-Square 5984,940 Bartlett's Test of Sphericity df 528 Sig ,000 Total Variance Explained Comp Initial Eigenvalues Extraction Sums of Squared Rotation Sums of Squared Loadings Loadings onent Total % of Cumulative Variance % Total % of Cumulativ Variance e% Total % of Cumulative Variance % 6,168 18,691 18,691 6,168 18,691 18,691 2,779 8,422 8,422 2,876 8,716 27,406 2,876 8,716 27,406 2,581 7,821 16,243 2,504 7,587 34,993 2,504 7,587 34,993 2,579 7,815 24,059 2,409 7,301 42,295 2,409 7,301 42,295 2,528 7,661 31,719 79 2,003 6,069 48,364 2,003 6,069 48,364 2,498 7,571 39,290 1,924 5,831 54,195 1,924 5,831 54,195 2,315 7,014 46,304 1,779 5,392 59,587 1,779 5,392 59,587 2,266 6,868 53,172 1,212 3,671 63,258 1,212 3,671 63,258 2,184 6,617 59,790 1,020 3,092 66,350 1,020 3,092 66,350 2,165 6,561 66,350 10 ,883 2,676 69,026 11 ,819 2,482 71,508 12 ,711 2,155 73,662 13 ,672 2,036 75,698 14 ,637 1,932 77,630 15 ,597 1,808 79,438 16 ,584 1,770 81,208 17 ,553 1,675 82,883 18 ,531 1,609 84,492 19 ,468 1,418 85,910 20 ,459 1,390 87,301 21 ,438 1,327 88,628 22 ,422 1,278 89,905 23 ,401 1,216 91,122 24 ,379 1,148 92,269 25 ,364 1,103 93,372 26 ,336 1,019 94,391 27 ,330 ,999 95,390 28 ,303 ,917 96,307 29 ,301 ,912 97,219 30 ,278 ,844 98,062 31 ,264 ,800 98,862 32 ,235 ,711 99,573 33 ,141 ,427 100,000 Extraction Method: Principal Component Analysis Rotated Component Matrix a Component ACC1 ,683 ACC2 ,724 ACC3 ,823 80 ACC4 ,828 COM1 ,740 COM2 ,699 COM3 ,756 COM4 ,506 TIM1 ,832 TIM2 ,858 TIM3 ,872 RQ1 ,857 RQ2 ,733 RQ3 ,823 RQ4 ,860 RE1 ,771 RE2 ,871 RE3 ,848 RC1 ,839 RC2 ,864 RC3 ,823 PSR1 ,778 PSR2 ,797 PSR3 ,802 PSR4 ,603 WR1 ,576 WR2 ,714 WR3 ,731 WR4 ,646 RCRE1 ,793 RCRE2 ,722 RCRE3 ,686 RCRE4 ,507 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a Rotation converged in iterations  Correlation Analysis 81 ACC Pearson Correlation ACC Pearson COM Correlation 449 449 ** ,275 ** -,085 ,056 ,269 ,000 ,072 ,237 ,000 ,000 449 449 449 449 449 449 449 ,049 ,093 ** -,014 ,302 ,048 ,000 ,761 ,002 ,000 ,000 449 449 449 449 ** -,049 ,079 -,018 * ,219 ,264 ,142 ** ,181 ,436 ** ** ,328 ,577 ** ** 449 449 ,011 ,049 -,032 -,019 Sig (2-tailed) ,811 ,302 ,504 ,690 ,009 ,304 ,094 ,700 N 449 449 449 449 449 449 449 449 449 ,052 ,093 * -,032 ,061 -,006 ** ,056 Sig (2-tailed) ,269 ,048 ,504 ,194 ,892 ,004 ,233 ,000 N 449 449 449 449 449 449 449 449 449 ** -,019 ,061 ,035 Correlation Correlation Correlation ,219 ** ,264 Sig (2-tailed) ,000 ,000 ,690 ,194 N 449 449 449 449 -,085 -,014 ** Sig (2-tailed) ,072 ,761 N 449 Correlation Correlation ,056 -,124 ** 449 449 449 -,006 ,035 ,054 -,091 -,040 ,009 ,892 ,454 ,256 ,054 ,396 449 449 449 449 449 449 449 449 ** -,049 ** ,054 ,142 -,124 ,134 ** ,143 ,256 N 449 449 449 449 449 449 ** ,079 ,056 ** -,091 ,436 ,201 449 ** ,326 ,233 ,000 ,054 ,000 N 449 449 449 449 449 449 449 ** -,018 ** -,040 ,289 ** 449 ,094 ** ,343 449 ,000 ,183 ** ,000 ,000 ,577 ,326 ,000 Sig (2-tailed) ** ,289 449 ,002 ,328 ** 449 ,004 Correlation ,201 ,000 ,304 ** ** ** ,000 ,002 ,181 ,143 ,183 ,002 ,237 Correlation ,134 ,454 Sig (2-tailed) Pearson RCRE ,811 RCRE 449 Pearson WR ,000 WR 449 Pearson PSR ,052 PSR 449 Pearson RE ,011 ,275 RE N Pearson RC RC ,000 Pearson RQ RQ Sig (2-tailed) Pearson TIM TIM ** Sig (2-tailed) N COM ,343 ** ,511 ** ,000 449 449 ** ,511 Sig (2-tailed) ,000 ,000 ,700 ,000 ,000 ,396 ,000 ,000 N 449 449 449 449 449 449 449 449 449 82 ** Correlation is significant at the 0.01 level (2-tailed) * Correlation is significant at the 0.05 level (2-tailed)  Regression b Model Summary Model R R Square ,702 a Adjusted R Std Error of the Square Estimate ,493 ,484 ,69538 a Predictors: (Constant), WR, RQ, TIM, RC, ACC, RE, PSR, COM b Dependent Variable: RCRE a ANOVA Model Sum of Squares df Mean Square F Regression 206,922 25,865 Residual 212,762 440 ,484 Total 419,684 448 Sig 53,490 ,000 b a Dependent Variable: RCRE b Predictors: (Constant), WR, RQ, TIM, RC, ACC, RE, PSR, COM Coefficients Model Unstandardized Standardized Coefficients Coefficients B (Constant) a Std Error -1,093 ,336 ACC ,143 ,035 COM ,462 TIM t Sig Collinearity Statistics Beta Tolerance VIF -3,258 ,001 ,147 4,080 ,000 ,891 1,122 ,048 ,378 9,622 ,000 ,745 1,343 -,057 ,042 -,047 -1,357 ,175 ,973 1,028 RQ ,117 ,042 ,097 2,807 ,005 ,974 1,027 RC ,080 ,038 ,077 2,140 ,033 ,889 1,125 83 RE -,018 ,035 -,017 -,506 ,613 ,962 1,040 PSR ,207 ,043 ,177 4,839 ,000 ,865 1,157 WR ,336 ,055 ,243 6,075 ,000 ,719 1,391 a Dependent Variable: RCRE  One-way ANOVA Age Test of Homogeneity of Variances RCRE Levene Statistic df1 1,516 df2 Sig 445 ,210 ANOVA RCRE Sum of Squares Between Groups df Mean Square 5,052 1,684 Within Groups 414,633 445 ,932 Total 419,684 448 F 1,807 Sig ,145 Occupation Test of Homogeneity of Variances RCRE Levene Statistic df1 2,722 df2 Sig 444 ,029 Income Test of Homogeneity of Variances RCRE Levene Statistic 1,671 df1 df2 Sig 444 ,156 ANOVA RCRE 84 Sum of Squares Between Groups df Mean Square 5,562 1,391 Within Groups 414,122 444 ,933 Total 419,684 448 F Sig 1,491 ,204 Frequency Test of Homogeneity of Variances RCRE Levene Statistic df1 1,672 df2 Sig 444 ,155 ANOVA RCRE Sum of Squares Between Groups df Mean Square 3,024 ,756 Within Groups 416,661 444 ,938 Total 419,684 448 F Sig ,806 ,522 85 ... decisions based on those reviews and contributes to protecting the brand image in public Therefore, the implementation of the research: "FACTORS AFFECTING THE CREDIBILITY OF ONLINE REVIEWS ON TIKI"... about the accuracy of the online reviews? Completeness Do online reviews provide the information you need? Timeliness Are online reviews updated and timely? Review What is the number of online reviews? ... JC, 2019), the reputation of a website has the strongest impact on the reliability of online reviews In addition, there is the opposite of the review quantity factor when in the study of Thomas,