An Empirical Examination of the Impact of eWom Information on Young Consumers’ Online Purchase Intention: Mediating Role of eWom Information Adoption

Abstract

Customer purchase intention in online shopping stores can be influenced by electronic word of mouth (eWom) communication generated by the comments of consumers on social networking sites. However, the adoption of eWom information by consumers is influenced by various factors. This study investigates the mechanism through eWom antecedents influence eWom adoption and consumer purchase intention. The study also examines how eWom adoption mediates the impact of antecedents of eWom adoption (Quality, Consumer Attitude, Credibility, Usefulness, Needs, and Adoption) on customer’s purchase intention. Using the hypothetic-deductive approach, the current study used a cross-sectional self-administered survey to collect data from a convenience sample of university students residing in Karachi. The SmartPLS software was used to analyze the collected data. Study findings reveal that all predictors of eWom adoption are significant. It was also found that eWOM adoption mediates the impact of eWom antecedents on consumer purchase intention. The results provide significant implications for website designers and digital marketers. For marketers working with social media, the findings of this study are encouraging. Marketers can use these findings to develop viral marketing campaigns and encourage customers to contribute useful and credible eWom that could improve the customers’ purchase intention.

The role of electronic word of mouth (eWOM) and the marketing mix on women’s purchasing intention of children's dietary supplements

“…Also, the research finding supplies additional supports for the influence of eWOM on women's buying intention of children's dietary supplements. These findings confirm and support the findings of previous studies on the relationship between eWOM and buying intention by Fan and Miao (2012), Nayab et al (2017), Kala and Chaubey (2018), Alhassen (2018) and Sardar et al (2021).…”

“…The target population of the study consists of all Jordanian women who have children and use social media. (Facebook, Twitter, …) The convenience sampling method was used to collect the required data from women who live in Amman, the largest city in Jordan, as this type of sampling was recommended by most previous studies on customers’ buying behaviour (Abraham et al , 2015; Alabbadi and Ashour, 2016; Carvalho et al , 2016; Kevrekidis et al , 2018 and Sardar, et al , 2021). Thus, the use of convenience sampling in the current study agrees with the previous literature on customers’ buying behaviour.…”

The interplay between eWOM information and purchase intention on social media: Through the lens of IAM and TAM theory

“…The current paper presents a number of valuable and noteworthy contributions to the current literature based on the consumer behavior perspective. Firstly, several studies have examined the impact of eWOM on consumer purchase intention by considering the TAM model [ 18 , 19 ] in which factor: “perceived usefulness” of the TAM model was adopted as a determinant of information adoption and purchase intention. Still, the impact of perceived ease of use of eWOM on consumer purchase decisions was merely reported in the literature.…”

Influence Of EWOM Information On Consumers’ Behavior in Instagram Social Network

“…The information adoption model (IAM) considers the quality of arguments (the quality of information) and the credibility of the information. Consumers only adopt information they consider relevant and valuable (Sardar et al, 2021).…”