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

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.