How Will Electronic Word of Mouth Affect Consumer Purchase Intention?

Abstract

Electronic word-of-mouth passing on the Internet gradually becomes a major channel of information exchange among consumers. This study used a questionnaire survey to verify the hypothesis. A 2 (the level of language abstraction: abstract level or concrete level) × 2 (product attitude: positive or negative) × 2 (information framing: positive or negative) experimental design is conducted. This study used online experimental method and ANOVA to collect and analyze 286 questionnaires. The experiment results demonstrated that language description has an impact on credibility and purchase intention. Product attitude has an impact on credibility, but no significant influence on purchase intention. And the credibility has a positive influence on purchase intention. Finally, the conclusion presents implications, limitations, and directions for future research.