Role of Conviction in the Impact of Electronic Word of Mouth on Purchase Intention for Financial Products and Services

2018 ◽  
Vol 48 (1) ◽  
pp. 47
Author(s):  
Shantanu Prasad ◽  
Subhasis Sen
Keyword(s):  
Purchase Intention ◽  
Word Of Mouth ◽  
Electronic Word Of Mouth ◽  
Financial Products ◽  
The Impact

Impact of Electronic Word of Mouth Evaluation on Purchase Intention

2013 ◽  
Vol 3 (2) ◽  
pp. 20-37 ◽  
Author(s):  
Manel Hamouda ◽  
Rym Srarfi Tabbane
Keyword(s):  
Purchase Intention ◽  
Word Of Mouth ◽  
Electronic Word Of Mouth ◽  
Communication Tool ◽  
Mediating Role ◽  
Internet Users ◽  
Consumer Purchase Intention ◽  
Managerial Implications ◽  
The Impact

This paper examines the impact of exposure to Electronic Word of Mouth (EWOM) on consumer purchase intention. More specifically, the study focuses on the mediating role of attitude towards the product in the relationship between purchase intention and EWOM exposure. To this effect, the study was conducted over a number of 204 internet users who were exposed to online hotel comments. Three distinct linear correlations were used. First, the correlation between the intention to visit the hotel and EWOM evaluation, then a second correlation between attitude towards the hotel and EWOM evaluation and finally, a third multiple regression of purchase intention on both attitude towards the hotel and EWOM evaluation. The obtained results indicated that attitude towards the product is a full mediating variable between purchase intention and EWOM evaluation. The study concludes with managerial implications recommending the use of EWOM as an efficient communication tool.

A Study of the Role of e-WOM on Social Commerce

2018 ◽  
Vol 14 (3) ◽  
pp. 1-18
Author(s):  
Youngkeun Choi
Keyword(s):  
Purchase Intention ◽  
Information Quality ◽  
Word Of Mouth ◽  
Quality Information ◽  
Electronic Word Of Mouth ◽  
Social Commerce ◽  
Consumer Electronic ◽  
Information Credibility ◽  
Meaningful Engagement

The purpose of this study is to discover how electronic word of mouth engages users and encourages them to purchase. By proposing the concepts of electronic word of mouth as different ways to provide reciprocal experience, this study develops a model that explores the antecedents of electronic word of mouth and its role in explaining a consumer to purchase in social commerce. For this, this study surveys 352 consumers using social commerce in Korea and analyzes the data using AMOS 24. In the results, first, information quality, information credibility, needs of information, and attitude towards information increase consumer electronic word of mouth. Second, the consumer's electronic word of mouth increases their purchase intention. Finally, information quality and attitude towards information among the antecedents of consumer electronic word of mouth increase his or her purchase intention through his or her electronic word of mouth. The findings contribute to research on social commerce by paying scholarly attention to meaningful engagement characterized by electronic word of mouth.

Role of electronic word of mouth on purchase intention

2019 ◽  
Vol 30 (4) ◽  
pp. 411
Author(s):  
Wajeeha Aslam ◽  
Kashif Farhat ◽  
Imtiaz Arif
Keyword(s):  
Purchase Intention ◽  
Word Of Mouth ◽  
Electronic Word Of Mouth

scholarly journals Consumers’ Attitude towards Digital Social Responsibility: Impacts on Electronic Word of Mouth and Purchase Intention

2022 ◽  
Vol 6 (1) ◽  
pp. 64-74
Author(s):  
Wilert Puriwat ◽  
Suchart Tripopsakul
Keyword(s):  
Social Media ◽  
Social Responsibility ◽  
Purchase Intention ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Electronic Word Of Mouth ◽  
Online Questionnaire ◽  
Digital Platforms ◽  
The Impact ◽  
The Relationship

Social responsibility is understood to be one of the crucial strategic responsibilities for organizations across the globe. In the digital era, firms have transformed social responsibility initiatives into digital platforms. This study aims to investigate the effects of digital social responsibility (DSR) on electronic word of mouth (eWOM) and purchase intention (PI) in the social media context. This survey research is based on 214 samples, collected via an online questionnaire as a research tool. Structural equation modelling has been used to validate the proposed hypotheses. The results show that perceived DSR has significant positive influence on consumers’ attitude (b = 0.408) and eWOM (b = 0.238). The mediation analysis indicates that consumers’ attitude partially mediates the relationship between DSR and eWOM (DE = 0.238, IE = 0.154), and fully mediates the relationship between DSR and PI (DE = 0.08, IE = 0.173). Since few previous studies have explored the impact of DSR toward eWOM and PI, our study confirms the effects of DSR on consumers’ attitudes and eWOM. This empirical study can provide managers with further understanding of the effects of DSR via social media on consumers’ attitude and eWOM. Our results should also encourage firms to implement DSR initiatives to enhance consumers’ positive attitudes and spread positive word of mouth about firms. Doi: 10.28991/ESJ-2022-06-01-05 Full Text: PDF

Electronic Word of Mouth (eWOM) and Makeup Purchase Intention Among Gen-Z Females

2021 ◽  
Vol 12 (2) ◽  
pp. 17-35
Author(s):  
Sheena Lovia Boateng
Keyword(s):  
Purchase Intention ◽  
Word Of Mouth ◽  
Brand Image ◽  
Purchase Intentions ◽  
Purchase Decisions ◽  
Electronic Word Of Mouth ◽  
Generation Z ◽  
Increasing Demand ◽  
The Impact ◽  
Practical Implications

Generation Z (Gen-Z) consumers have been averred to rely on electronic word of mouth (eWOM) for making purchase decisions and expect integrity in brand communication. A significant question bearing both theoretical and practical implications, however, is how the tendency of these consumers to associate brand image with brand integrity influences the impact of eWOM on their purchase intentions, which remains unanswered. Also, studies focusing on a specific gender of Gen-Z consumers are limited. Using the signaling theory and a survey, the study suggests that eWOM signals play a significant role in influencing purchase intentions among female Gen-Z consumers, as well as their perceptions of the brand image and the brand integrity of makeup brands. For female Gen-Z consumers, eWOM signals that enhance the perceptions of brand integrity and brand image tend to equally matter in their makeup purchase decision making. These findings have implications for an industry that is marked by increasing demand for transparency and responsible marketing communication.

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