Online Reviews and Brand Credibility as Determinants of Willingness to Pay in the E-Commerce Sector

Pamela Divine Suerte; Kristelle Faith Lau

doi:10.70838/PEMJ.631003

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Online Reviews and Brand Credibility as Determinants of Willingness to Pay in the E-Commerce Sector

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Pamela Divine Suerte , Kristelle Faith Lau

Psych Educ Multidisc J, 2026, 63 (10), 1257-1274, DOI: https://doi.org/10.70838/PEMJ.631003, ISSN 2822-4353

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Abstract

The primary purpose of this study was to examine the relationship between online reviews and brand credibility and willingness to pay among online consumers in Davao City. This study was carried out through a quantitative research design, employing the descriptive-correlational method. Data were collected using a structured survey questionnaire from qualified online consumers in Davao City. Likewise, mean, standard deviation, Pearson's r, and multiple linear regression analysis were used to analyze the data. The results revealed that online reviews, brand credibility, and willingness to pay were rated at very high levels. Correlation analysis showed significant positive relationships between online reviews and willingness to pay and between brand credibility and willingness to pay. Multiple linear regression further showed that both online reviews and brand credibility significantly predicted willingness to pay, with brand credibility demonstrating the stronger standardized predictive contribution. The findings suggest that consumers' evaluations of online reviews and their perceptions of brand credibility are important considerations in their willingness to pay within the Davao City online consumer context.

Keywords willingness to pay e-commerce Online reviews Brand credibility online consumers

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2 authors, 1 institution.

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October 2026

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SciMatic	`0xc35709…277732`	100,000 (10%)
Pamela Divine Suerte	`0x6eD2aA…5A9214`	450,000 (45%)
Kristelle Faith Lau	`0x788915…182Bab`	450,000 (45%)

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Bibliographic Information

Pamela Divine Suerte, Kristelle Faith Lau, (2026). Online Reviews and Brand Credibility as Determinants of Willingness to Pay in the E-Commerce Sector, Psychology and Education: A Multidisciplinary Journal, 63(10): 1257-1274

Bibtex Citation


                        
            @article{pamela_divine_suerte2026pemj,

                author       = {Pamela Divine Suerte and Kristelle Faith Lau},

                title        = {Online Reviews and Brand Credibility as Determinants of Willingness to Pay in the E-Commerce Sector},

                journal      = {Psychology and Education: A Multidisciplinary Journal},

                year         = {2026},

                volume       = {63},

                number       = {10},

                pages        = {1257-1274},

                doi          = {10.70838/PEMJ.631003},

                url          = {https://scimatic.org/show_manuscript/11035}

              }

APA Citation

Suerte, P.D., Lau, K.F., (2026). Online Reviews and Brand Credibility as Determinants of Willingness to Pay in the E-Commerce Sector. Psychology and Education: A Multidisciplinary Journal, 63(10), 1257-1274. https://doi.org/10.70838/PEMJ.631003

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Online Reviews and Brand Credibility as Determinants of Willingness to Pay in the E-Commerce Sector

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