A Literature Review of the Influence of Electronic Word-of-Mouth on Consumer Purchase Intention

Abstract

With the rapid development of Internet technology, more and more consumers rely on the Internet for the products and services of information searching and sharing; Electronic word-of-mouth information has gradually become an important factor of affecting consumer purchase intention. The three aspects of sender characteristics, information characteristics and receiver characteristics of electronic word-of-mouth are regarded as the independent variables, trust as the intermediary variable, involvement as the moderator variable, the article carries on the literature carding of the influence electronic word-of-mouth on consumer purchase intentions, which will provide a reference for scholars both at home and abroad to study the theory of electronic word-of-mouth.

Factors affecting young customers’ smartphone purchase intention during Covid-19 pandemic

“…Besides, internet creates both positive and negative influence on the customers purchasing intention through social media communication (Wei and Lo, 2006). Customers can learn and get available information about different brands from various online media provided by other consumers sharing own experiences and opinions (Cong and Zheng, 2017). People can also be influenced through social media such as Facebook, Twitter, Instagram and so on.…”

The Effect of Online Consumer Interaction and Shopping Motivation on Purchase Intention

“…The appearance of the Internet makes it possible for customers to search the web page (Jalonen & Jussila, 2016) to obtain information about the product provided by various consumers and to learn how to share it, as demonstrated by their involvement, considerations, and this type of electronic word of mouth (Cong & Zheng, 2017). Electronic word of mouth implies any positive or negative expressiveness produced by future, current or past clients of an item or organization via the web (Yusuf, Hussin, & Busalim, 2018).…”

“…Besides electronic word of mouth (Tariq, Abbas, Abrar, & Iqbal, 2018), consumer purchase intention increases by viral advertisements that are spread rapidly (Vianna, de Mesquita, Linhares, & Moreira, 2016). The availability to seek opinion is also important to increase purchase intention in e-commerce (Cong & Zheng, 2017).…”

Pengaruh Social Network Marketing (Snm) Dan Electronic Word Of Mouth (Ewom) Terhadap Minat Beli Pelanggan

“…Hal ini berarti bahwa perusahaan harus mampu memastikan dan menjaga supaya ketepatan informasi yang disampaikan melalui electronic word of mouth (eWOM) haruslah tepat dan sesuai seperti yang diinginkan. Pelanggan lebih tertarik untuk berbagi dan mengkomunikasikan pengalaman berbelanja melalui internet dimana dalam dunia virtual ini hubungan antar pengguna internet semakin sering dilakukan yang akan mempengaruhi minat beli calon pelanggan yang menerima informasi yang dibagikan tersebut (Cong & Zheng, 2017). Berdasarkan hasil penelitian terdahulu tersebut, peneliti merumuskan hipotesis kedua (H2) dalam penelitian ini sebagai berikut: H2: Electronic word of mouth (eWOM) berpengaruh positif terhadap minat beli pelanggan.…”