International Journal For Multidisciplinary Research

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Effect of E-e-WOM Stimuli on Customer Purchase Decision

Author(s) Keyurkumar Rajubhai Patel
Country India
Abstract Electronic word-of-mouth (e-WOM) refers to the spreading of knowledge about goods or services through online reviews, recommendations, or content generated by influencers. The purpose of this study was to determine the effect of e-WOM stimuli on customers, to measure the relationship among various e-WOM factors, to explore the relation between consumer demographics and effect of e-WOM on them. The sample size consisted of 211 respondents. Analysis of the study indicated that brand reputation and social media posts are the most influential factors of e-WOM, which have the greatest impact on customer purchasing decisions. When asked to rank the factors, respondents ranked brand image, information quality, and trust of reviews the highest. The Kruskal-Wallis H test between e-WOM factors and the majority of demographic factors yielded a p-value greater than 0.05, indicating no significant difference between the two. According to the Pearson correlation test, the majority of e-WOM components are positively, weakly, and insignificantly correlated.
Keywords eWOM, Perceived Risk, Brand Image, Information Quality, Sources of eWOM
Field Business Administration
Published In Volume 6, Issue 4, July-August 2024
Published On 2024-07-23
Cite This Effect of E-e-WOM Stimuli on Customer Purchase Decision - Keyurkumar Rajubhai Patel - IJFMR Volume 6, Issue 4, July-August 2024. DOI 10.36948/ijfmr.2024.v06i04.25003
DOI https://doi.org/10.36948/ijfmr.2024.v06i04.25003
Short DOI https://doi.org/gt43rt
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