Modern Technology for Old-Fashioned Users: The Power of E-Wom (Electronic Word of Mouth) on Mobile Phones Purchase Among Older Generations

Abstract

The intention to purchase a mobile phone can be influenced either internally or externally. This study investigates the influence of electronic word of mouth (eWOM) particularly the source’s expertise, the source’s trustworthiness, the richness of message content, strength of advocacy, and tie strength towards such intention among consumers from the older generation. Compared to the younger generation, the possibility of older consumers having higher purchasing power is likely and without many people being aware of it. Some of them are interested in new technologies that will not want to be left behind. They are willing to learn and know more. Empirical data analysis involving 180 respondents aged more than 50 years old showed that the hypothesized relationships were all supported. Findings suggested that older consumers were more prone to act on their purchasing intent with credible eWOM recommended by others whom they trust. They are also attracted by strong emotional appeal from highly informative messages delivered through eWOM.