Review Recency, Star Rating, and Cultural Distance in Cross-Border Smart Gadget Purchasing Decision

This study investigates how the timeliness of online reviews affects international consumers’ trust, perceived relevance of reviews, and ultimately, their decision-making when purchasing smart gadgets across borders. Using survey data collected from 309 respondents engaged in cross-border gadget purchases, the research examines the combined effects of review recency, star ratings, and cultural distance. Structural Equation Modelling (SEM) was employed to analyse the relationships among these factors. The results reveal that consumers feel more confident and are more likely to buy when reviews are recent and star ratings are consistent. Furthermore, cultural similarity between the consumer and the seller significantly increases purchase willingness, highlighting the moderating role of cultural distance in cross-border e-commerce. While the study relies on self-reported data, which may carry respondent biases, its findings offer valuable implications for international businesses selling smart gadgets. Keeping reviews current, ensuring consistent ratings, and tailoring review presentation to align with cultural preferences can strengthen consumer trust and enhance purchase intentions. This research deepens the understanding of how cultural backgrounds and online information shape cross-border shopping behaviour, emphasising the need for clear, diverse, and culturally sensitive reviews. By bridging cultural gaps and improving review transparency, businesses can better connect with and reassure international customers in the digital marketplace.