A Comprehensive Study on e-WOM Determinants Influencing Consumers’ Purchase Decision

Dr. Surbhi Jain; Priyanka Rani

doi:10.32628/IJSRSET24116190

Authors

Dr. Surbhi Jain Assistant Professor, Faculty of Management & Commerce, Baba Mastnath University, Asthal Bohar, Rohtak, Haryana, India Author
Priyanka Rani Research Scholar Baba Mastnath University, Asthal Bohar, Rohtak, Haryana, India Author

DOI:

https://doi.org/10.32628/IJSRSET24116190

Keywords:

Electronic word of mouth, Determinants, Comprehensive, Purchase decision

Abstract

In this digital age consumers share their experience about product and service with others digitally. This online sharing is known as electronic words of mouth, online word of mouth, Internet word of mouth (iWOM), Virtual words of mouth (vWOM). It may be between the consumers or may be between thee marketer and consumer in the form of blogs, discussion forum and consumer review. Consumers trust on electronic word of mouth more as it is unpaid form of advertising. After COVID 19 pandemic consumers trust on other consumer reviews increased. They read other customers reviews about product and service before making any purchase decision. There are several e-WOM factors which influence the consumers’ purchase decision. This study focus on those factors which influence consumers’ purchase decision. This research work is based on previous literature of electronic word of mouth. The review showed us e-WOM Quality(Valence), e-WOM Quantity(Volume), Source homophily, Source credibility, Website credibility, Tie strength are the factors which affect customers purchase decision.

Downloads

Download data is not yet available.

References

Arndt, J. (1967). Word of mouth advertising: a review of the literature, Advertising Research Foundation. Inc., New York, NY.

Kotler, K., & Brady, G. Hansen (2009) Marketing Management.

Rani, A., Toni, M., & Shivaprasad, H. N. (2022). Examining the effect of electronic word of mouth (eWOM) communication on purchase intention: A quantitative approach. Community & Communication Amity School of Communication, 15(8), 2456-9011. DOI: https://doi.org/10.31620/JCCC.06.22/10

Yaylı, A., & Bayram, M. (2012). E-WOM: The effects of online consumer reviews on purchasing decisions. International Journal of Internet Marketing and Advertising, 7(1), 51-64. DOI: https://doi.org/10.1504/IJIMA.2012.044958

Saleem, A., & Ellahi, A. (2017). Influence of electronic word of mouth on purchase intention of fashion products in social networking websites. Pakistan Journal of Commerce and Social Sciences (PJCSS), 11(2), 597-622.

Al-Ja’afreh, A. L. I., & Al-Adaileh, R. A. I. D. (2020). The impact of electronic word of mouth on consumers purchasing intention. Journal of Theoretical and Applied Information Technology, 98(02).

Almana, A. M., & Mirza, A. A. (2013). The impact of electronic word of mouth on consumers’ purchasing decisions. International Journal of Computer Applications, 82(9), 23-31. DOI: https://doi.org/10.5120/14145-2286

Sa’ait, N., Kanyan, A., & Nazrin, M. F. (2016). The effect of e-WOM on customer purchase intention. International Academic Research Journal of Social Science, 2(1), 73-80.

Fu, X., Bin, Z., Xie, Q., Liuli, X., & Yu, C. (2011). Impact of quantity and timeliness of EWOM information on consumer's online purchase intention under C2C environment. Asian Journal of Business Research, 1(2). DOI: https://doi.org/10.14707/ajbr.110010

Anh, N. B., & Hien, V. T. M. (2022). Impact Of Ewom On Office Wear Purchase Intention: An Empirical Study Of Vietnamese Female Consumers. Journal of Positive School Psychology, 6(8), 1067-1080.

Leong, C. M., Loi, A. M. W., & Woon, S. (2021). The influence of social media eWOM information on purchase intention. Journal of Marketing Analytics, 1-13. DOI: https://doi.org/10.1057/s41270-021-00132-9

Sardar, A., Manzoor, A., Shaikh, K. A., & Ali, L. (2021). An empirical examination of the impact of eWom information on young consumers’ online purchase intention: Mediating role of eWom information adoption. SAGE Open, 11(4), 21582440211052547 DOI: https://doi.org/10.1177/21582440211052547

Bilal, M., Jianqiu, Z., Dukhaykh, S., Fan, M., & Trunk, A. (2021). Understanding the effects of eWOM antecedents on online purchase intention in China. Information, 12(5), 192. DOI: https://doi.org/10.3390/info12050192

Evgeniy, Y., Lee, K., & Roh, T. (2019). The effect of eWom on purchase intention for Korean-brand cars in Russia: The mediating role of brand image and perceived quality. Journal of Korea Trade, 23(5), 102-117. DOI: https://doi.org/10.35611/jkt.2019.23.5.102

Akyüz, A. (2013). Determinant factors influencing eWOM. Mediterranean Journal of Social Sciences, 4(11), 159. DOI: https://doi.org/10.5901/mjss.2013.v4n11p159

Wang, S., Cunningham, N. R., & Eastin, M. S. (2015). The impact of eWOM message characteristics on the perceived effectiveness of online consumer reviews. Journal of Interactive Advertising, 15(2), 151-159. DOI: https://doi.org/10.1080/15252019.2015.1091755

Abd-Elaziz, M. E., Aziz, W. M., Khalifa, G. S., & Abdel-Aleem, M. (2015). Determinants of Electronic word of mouth (EWOM) influence on hotel consumers’ purchasing decision. International Journal of Heritage, Tourism, and Hospitality, 9(2/2), 194-223.

Daowd, A., Hasan, R., Eldabi, T., Rafi-ul-Shan, P. M., Cao, D., & Kasemsarn, N. (2021). Factors affecting eWOM credibility, information adoption and purchase intention on Generation Y: a case from Thailand. Journal of enterprise information management, 34(3), 838-859. DOI: https://doi.org/10.1108/JEIM-04-2019-0118

Tien, D. H., Rivas, A. A. A., & Liao, Y. K. (2019). Examining the influence of customer-to-customer electronic word-of-mouth on purchase intention in social networking sites. Asia Pacific Management Review, 24(3), 238-249. DOI: https://doi.org/10.1016/j.apmrv.2018.06.003

Priya, R. P., Nawaz, N., & Gajenderan, V. (2020). A STUDY OF FACTORS INFLUENCING TOWARDS E-WOM CREDIBILITY AMONG THE MILLENNIALS. International Journal of Management (IJM), 11(1).

Rani, A., & Shivaprasad, H. N. (2021). Revisiting the antecedent of electronic word-of-mouth (eWOM) during COVID-19 Pandemic. Decision, 48(4), 419-432. DOI: https://doi.org/10.1007/s40622-021-00298-2

Immanuel, D. M., & Merlin, M. (2022). E-wom's Role in Driving Purchase Intention during Covid-19 Pandemic. Jurnal Bisnis dan Manajemen, 44-54. doi:https://doi.org/10.26905/jbm.v9i1.7389. DOI: https://doi.org/10.26905/jbm.v9i1.7389

Mohamad, A. H., Hamzah, A. A., Ramli, R., & Fathullah, M. (2020, May). E-commerce beyond the pandemic coronavirus: Click and collect food ordering. In IOP Conference Series: Materials Science and Engineering (Vol. 864, No. 1, p. 012049). IOP Publishing. DOI: https://doi.org/10.1088/1757-899X/864/1/012049

Hardjono, B., Riyadi, S. A., & Aris, D. (2020). The Implication of e-WoM communication on customer preference and purchase decision of electronic gadgets. Jurnal Dinamika Manajemen, 11(1), 1-11. DOI: https://doi.org/10.15294/jdm.v11i1.21113

Ramadhan, M. F., & Sundani, D. The Effect of Electronic Word of Mouth (E-WOM) on Buying Decision Consumer for Fashion Products on Instagram.

Ngo, T. T. A., Vuong, B. L., Le, M. D., Nguyen, T. T., Tran, M. M., & Nguyen, Q. K. (2024). The impact of eWOM information in social media on the online purchase intention of Generation Z. Cogent Business & Management, 11(1), 2316933. DOI: https://doi.org/10.1080/23311975.2024.2316933

Kumar, A., & Gera, N. (2023). Examining Social Media Usage, Brand Image and E-WOM (Quantity, Quality and Credibility) as Determinants of Purchase Intention. Parikalpana KIIT Journal of Management, 19(1), 150-168. DOI: https://doi.org/10.23862/kiit-parikalpana/2023/v19/i1/220837

Zainal, N. T. A., Harun, A., & Lily, J. (2017). Examining the mediating effect of attitude towards electronic words-of mouth (eWOM) on the relation between the trust in eWOM source and intention to follow eWOM among Malaysian travellers. Asia Pacific Management Review, 22(1), 35-44. DOI: https://doi.org/10.1016/j.apmrv.2016.10.004