Dataset of Customer Review or Influencer Endorsement: which one influences purchase intention more?

Electronic word-of-mouth (eWOM) is considered a reliable source of information. Customer reviews and influencer reviews can be considered eWOM. They represent customers’ sharing of experience and evaluation of a product or service with other potential shoppers. To understand the influence of customer review and influencer endorsement to intention to purchase an survey using a questionnaire as the instrument was conducted. Using experimental design (2x1), 200 respondents from3 cities in Greater Jakarta were approached. They were divided into two groups, Customer Review Group and Influencer Group. They were asked to self-rate their opinion on customer review, influencer review, trust and purchase intention. The results are important because we identified the different level of influence of customer review and influencer endorsement. A more comprehensive analysis of this data may be obtained from article “Customer Review or Influencer Endorsement: which one influences purchase intention more?” in the Heliyon Journal.

电子口碑（eWOM）被视为信息来源之可靠。顾客评价与意见领袖评价均可视为电子口碑的范畴。它们体现了顾客将产品或服务的体验与评价与其他潜在消费者进行分享的行为。为探究顾客评价与意见领袖背书对购买意图的影响，本研究采用问卷调查作为研究工具进行了调查。采用实验设计（2x1），招募了来自雅加达大都会区三个城市的200名受访者。他们被分为两组，即顾客评价组和意见领袖组。研究人员要求他们对顾客评价、意见领袖评价、信任度及购买意图进行自我评价。研究结果具有重要意义，因为我们识别出了顾客评价与意见领袖背书的不同影响力层级。更全面的数据分析可以从发表于《Heliyon》期刊的《顾客评价或意见领袖背书：哪一项对购买意图影响更大？》一文中获得。