Abstract This study examines the impact of negative electronic reviews on Saudi consumers’ purchase intentions, with a specific application to fast-food restaurants on Google Maps. The independent variable is conceptualized through three dimensions: review quality, review credibility, and review volume, each representing a distinct aspect of negative electronic reviews. A quantitative research approach was employed using a survey method. Data were collected through a structured questionnaire from a purposive sample of 387 consumers who had engaged with negative reviews on Google Maps. The data collection period extended from October 30, 2024, to February 8, 2025, focusing on customers of popular fast-food restaurants in Riyadh, Saudi Arabia. The findings reveal that review credibility has a significant effect on purchase intention, whereas the quality and volume of negative reviews exhibit limited or non-significant effects. Furthermore, the results indicate that negative electronic review factors collectively explain 26.6% of the variance in purchase intention. The study highlights the critical role of credibility as a key determinant in shaping consumer decision-making in digital environments. Based on these findings, the study recommends encouraging consumers to provide honest and detailed reviews, enhancing information clarity and accessibility, and utilizing visual content (e.g., images and videos) to improve communication and reduce misunderstandings on digital platforms.
ZAID et al. (Mon,) studied this question.