EXAMINING THE EFFECT OF ELECTRONIC WORD OF MOUTH (EWOM) COMMUNICATION ON PURCHASE INTENTION: A QUANTITATIVE APPROACH

Q2 Social Sciences

Journal of Content, Community and Communication Pub Date : 2022-06-30 DOI:10.31620/jccc.06.22/10

A. Rani, Mercy Toni, H. N. Shivaprasad

{"title":"EXAMINING THE EFFECT OF ELECTRONIC WORD OF MOUTH (EWOM) COMMUNICATION ON PURCHASE INTENTION: A QUANTITATIVE APPROACH","authors":"A. Rani, Mercy Toni, H. N. Shivaprasad","doi":"10.31620/jccc.06.22/10","DOIUrl":null,"url":null,"abstract":"In the digital age, electronic word-of-mouth (eWOM) communication has grown to be the most powerful influence on customer behaviour. However, the growing body of evidence raises concerns about credibility and eWOM quality. Various factors related to the source, message, medium and receiver of eWOM were collected by an extensive literature review. Aiming to synthesise existing research, this study seeks to determine the factors that contribute to eWOM's success as a wholesome construct. It also operationalises eWOM's measure. The research design of this study is quantitative and uses a structured questionnaire to collect data from eWOM givers and seekers in the online environment. The scale items were gathered from previous research and tested for dimensionality using „Factor Analysis‟ to validate the eWOM construct. There is evidence to show that eWOM effectiveness can be measured to determine purchase intention. E-commerce has developed rapidly, and it is time to take advantage of this growth by measuring the eWOM construct comprehensively from a customer‟s perspective.","PeriodicalId":37311,"journal":{"name":"Journal of Content, Community and Communication","volume":" ","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2022-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"2","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Content, Community and Communication","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.31620/jccc.06.22/10","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"Social Sciences","Score":null,"Total":0}

引用次数: 2

Abstract

In the digital age, electronic word-of-mouth (eWOM) communication has grown to be the most powerful influence on customer behaviour. However, the growing body of evidence raises concerns about credibility and eWOM quality. Various factors related to the source, message, medium and receiver of eWOM were collected by an extensive literature review. Aiming to synthesise existing research, this study seeks to determine the factors that contribute to eWOM's success as a wholesome construct. It also operationalises eWOM's measure. The research design of this study is quantitative and uses a structured questionnaire to collect data from eWOM givers and seekers in the online environment. The scale items were gathered from previous research and tested for dimensionality using „Factor Analysis‟ to validate the eWOM construct. There is evidence to show that eWOM effectiveness can be measured to determine purchase intention. E-commerce has developed rapidly, and it is time to take advantage of this growth by measuring the eWOM construct comprehensively from a customer‟s perspective.

查看原文本刊更多论文

电子口碑传播对购买意愿影响的定量研究

在数字时代，电子口碑传播已成为对客户行为最有力的影响。然而，越来越多的证据引发了人们对可信度和电子口碑质量的担忧。通过广泛的文献综述，收集了与电子口碑的来源、信息、媒介和接收者相关的各种因素。为了综合现有的研究，本研究试图确定有助于电子口碑作为一种健康结构取得成功的因素。它还实施了eWOM的措施。本研究的研究设计是定量的，使用结构化问卷从网络环境中的网络口碑提供者和寻求者那里收集数据。量表项目是从以前的研究中收集的，并使用“因子分析”进行维度测试，以验证eWOM结构。有证据表明，电子口碑的有效性可以用来衡量购买意愿。电子商务发展迅速，现在是时候利用这种增长，从客户的角度全面衡量电子口碑结构了。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

Journal of Content, Community and Communication Social Sciences-Communication

CiteScore

2.90

自引率

0.00%

发文量

期刊介绍： Amity School of Communication, AUMP, Gwalior is publishing a bi-annual referred and peer-reviewed journal named “Journal of Content, Community & Communication”. The Journal of Content, Community & Communication aims at delving into inquiry into and providing a forum for discussion pertaining to contemporary communication issues within wider social, economic, cultural and technological contexts. The journal promotes analyzing contemporary communication issues in new light and research. It will aim at bringing to the surface, innovative ways of research to initiate a dialogue on an array of subject matters in the field of communication theory and practice. The journal will engage in a wide range of themes in the media studies, digital media, and communication management among others.