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
DOI	https://doi.org/10.36948/ijfmr.2024.v06i04.25003

About IJFMR Fees & Payment Current Issue Publication Archive	Submit Research Paper Track Submission Status Publication Guidelines Publication Ethics Peer Review & Plagiarism	Join as a Reviewer Editors & Reviewers Reviewer Referral Program Get Reviewer Membership Certi.	Website/Journal Policies Usage Policy Content Policies Privacy Policy

Contact Us		+91-9687-828-838	editor@ijfmr.com

International Journal For Multidisciplinary Research