ABSTRACT
The rapid development of internet usage in the 21st century has led more consumers to use the internet in obtaining information about product features or specifications. Consumers are faced with a higher degree of uncertainty when making purchasing decisions on experience and credence goods compared to search goods among the three types in the SEC production classification framework. Therefore, this research aims to determine the effect of online customer reviews and the importance of retailer attributes on the purchase intentions of experience goods on Indonesian e-commerce marketplace platforms. The result showed that online video review has a significant positive impact on purchase intention but an insignificant impact on perceived risk. Furthermore, the importance of retailer attributes has a significant negative and positive impact on purchase intention and perceived risk, respectively.
