Effect of eWom on purchase intention: meta-analysis

Albayrak, Merve; Ceylan, Cemil

doi:10.1108/dta-03-2020-0068

Cited by 17 publications

(8 citation statements)

References 45 publications

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“…Correlations and path coefficients are more significant for connections associated with eWOM usefulness than for associations with eWOM credibility. These results resonate with past studies (e.g., Albayrak & Ceylan, 2021;Dou et al, 2012;Koci c & Radakovi c, 2019;Saleem & Ellahi, 2017).…”

Section: Sem Resultssupporting

confidence: 93%

“…In today's world, word-of-mouth is a critical aspect of e-commerce since customers are highly receptive to the views of others. Electronic word of mouth (eWOM) has considerably impacted how customers make buying choices (Albayrak & Ceylan, 2021). In marketing, word of mouth (WOM) refers to consumers informing other consumers regarding products, facilities, labels, or businesses.…”

Section: Introductionmentioning

confidence: 99%

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A meta‐analysis of the elaboration likelihood model in the electronic word of mouth literature

Moradi

Zihagh

2022

Int J Consumer Studies

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Several studies have been conducted to determine the factors influencing online consumers to adopt the information embedded in electronic word of mouth (eWOM). The amount of existing research and the inconsistency of certain conclusions need the development of an all‐encompassing model capable of synthesizing previous findings. Thus, this meta‐analysis study synthesizes current research on eWOM, which will aid in reconciling results about the variables impacting eWOM adoption and consumers' behavioural intentions. This study utilizes data from 89 research in a two‐stage structural equation model (TSSEM). The findings show that eWOM usefulness and credibility impact behavioural intentions, and eWOM adoption plays a mediating role in these relationships. The results further signify the moderating effects of social networking sites (SNS) and e‐commerce platforms on the adoption behaviour. Building on the elaboration likelihood model (ELM), this study shows that the central route to persuasion is the dominant predictor of eWOM adoption on e‐commerce sites. In contrast, the peripheral route tends to dominate on social networking sites. The findings improve the current understanding of the diffusion of online information, which can alter consumers' behavioural intentions. The study finally provides managers with specific recommendations for maximizing the effectiveness of eWOM propagation through online channels.

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Section: Sem Resultssupporting

confidence: 93%

Section: Introductionmentioning

confidence: 99%

A meta‐analysis of the elaboration likelihood model in the electronic word of mouth literature

Moradi

Zihagh

2022

Int J Consumer Studies

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“…Concerns about negative consumers’ e-WOM were not found in some previous studies; for instance, Roy et al (2020) claimed that the e-WOM factor does not affect the green purchase intention of aging Indian consumers (Roy et al , 2020). However, some studies emphasized that e-WOM had a direct impact on green purchasing intentions (Albayrak and Ceylan, 2021; Jain et al , 2020), and other studies found that e-WOM had an indirect effect on green purchase intention (Chen et al , 2019; Choi et al , 2019; Jain et al , 2020; Leong et al , 2022; Pauliene and Sedneva, 2019). Further investigation is needed to understand why e-WOM does not influence the Vietnamese market compared to other markets.…”

Section: Resultsmentioning

confidence: 99%

Exploring the effect of cognitive factors and e-social interactions on the green purchase intention: evidence from a transitional economy

Phan

Huang

2023

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Purpose This study aims to investigate the cognitive factors and e-social interactions that influence the green purchase intention of Vietnamese consumers. Design/methodology/approach This study conducted the survey with 453 samples of young consumers in Vietnam, using the partial least squares structural equation modeling approach to evaluate the measurement quality to deal with research objectives. Findings The findings of this study demonstrate that cognitive factors positively impact green purchase intentions in Vietnam. Moreover, the analysis revealed that the attitude variable played a mediating role in this model, whereas the social norms factor did not. Research limitations/implications This study presents several valuable findings on the green purchase intentions of young Vietnamese consumers. Therefore, the results can potentially advance and strengthen green purchasing theories in the Vietnamese market. Moreover, the recommendations indicate that cognitive factors and e-social interactions are crucial in shaping green purchasing intentions among Vietnamese consumers. Thus, it is suggested that the firms in the Vietnamese market focus on green marketing based on leveraging these factors. Originality/value This work provides a valuable contribution to the knowledge related to cognitive and e-social interactions among young Vietnamese consumers. It demonstrates the significant impact of these elements on green purchase intentions through e-commerce.

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“…Research indicates that consumers often gauge a product's popularity and value by the sheer number of online referrals (Bataineh, 2015). A greater quantity of eWOM signals positive social proof, exerting a favorable influence on purchase intention (Albayrak & Ceylan, 2021). Consumers tend to trust products or services with numerous positive reviews and high online visibility (Luo et al, 2018).…”

Section: Literature Reviewmentioning

confidence: 99%

The Impact of Electronic Word-of-Mouth on Consumer Purchase Intention and Brand trust in the Egyptian Market

Emad

2023

MSA-Management Sciences Journal

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This study aims to assessing the impact of Electronic Word of Mouth (eWOM) on consumer purchase intention and brand trust in the Egyptian market, and it was revealed through the integration of quantitative and qualitive data concerning the Egyptian market, by conducted an extensive survey via google forum involving 404 active online shoppers.The study indicated a compelling relationship between eWOM and purchase intention, with correlation coefficients ranging from 0.339 to 0.398, underscoring the considerable influence of eWOM dimensions on consumer decision-making. Also, that brand trust significantly moderates these relationships.

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Effect of eWom on purchase intention: meta-analysis

Cited by 17 publications

References 45 publications

A meta‐analysis of the elaboration likelihood model in the electronic word of mouth literature

A meta‐analysis of the elaboration likelihood model in the electronic word of mouth literature

Exploring the effect of cognitive factors and e-social interactions on the green purchase intention: evidence from a transitional economy

The Impact of Electronic Word-of-Mouth on Consumer Purchase Intention and Brand trust in the Egyptian Market

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