Abstract The purpose of this study is to investigate online purchase intention in emerging markets focusing on the impact of perceived usefulness of online reviews, trust and perceived risk. The results were obtained by an online survey answered by 380 online shoppers in Mexico City. Results from partial least squares structural equation modeling (PLS-SEM) using SmartPLS indicate that perceived usefulness of online reviews influences in trust and online purchase intention. Trust has an inverse relationship with perceived risk and influences positively in online purchase intention. The authors did not find perceived risk to influence directly in online purchase intention. The results suggest that companies should seek to enhance customers to share their positive online opinions in order to improve trust and encourage online purchases. This paper contributes to a more comprehensive understanding of the influence on online purchase intention in emerging markets.

中文翻译：

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新兴市场中在线评论，信任和感知风险的感知有用性对在线购买意愿的影响

摘要这项研究的目的是调查新兴市场中的在线购买意图，重点关注在线评论的感知有用性，信任和感知风险的影响。结果是通过在线调查获得的，该调查由墨西哥城的380位在线购物者回答。使用SmartPLS的偏最小二乘结构方程模型（PLS-SEM）的结果表明，在线评论的感知有用性会影响信任和在线购买意图。信任与感知到的风险成反比，并且对在线购买意图产生积极影响。作者没有发现直接影响在线购买意图的感知风险。结果表明，公司应寻求增强客户的积极在线意见，以增进信任并鼓励在线购买。