International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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Impact of EWOM valence and source credibility on purchase intention

Author(s) Ms. Shikha Kansal, Dr. Vinit Kaushik
Country India
Abstract In the digital age, electronic word-of-mouth (eWOM) and the credibility of information sources have emerged as critical determinants of consumer behavior, particularly in influencing purchase intentions. This study investigates the impact of eWOM valence and source credibility on consumers’ intentions to purchase electronic durable goods. Drawing on dual-process theories of consumer behavior, the research posits that both emotional (valence) and cognitive (credibility) cues in online communication significantly shape purchase decisions. A structured questionnaire was administered to a sample of 494 respondents, and data were analyzed using correlation and regression techniques. The findings reveal a moderate and statistically significant positive relationship between eWOM valence and purchase intention (r = 0.370, p < 0.01), as well as between source credibility and purchase intention (r = 0.383, p < 0.01). Regression analysis further confirms the predictive validity of both constructs, with eWOM valence explaining 13.7% and source credibility explaining 14.7% of the variance in purchase intention. These results have both theoretical and practical implications, highlighting the need for marketers to manage online sentiment and partner with credible influencers to build consumer trust. The study contributes to the growing body of literature on digital marketing by reinforcing the dual role of affective and cognitive factors in online purchasing behavior.
Keywords eWOM Valence, Source Credibility, Purchase Intention, Online Consumer Behavior, Digital Marketing, Influence of eWOM, Consumer Trust, Social Influence, Electronic Durables, Online Reviews, Marketing Strategies
Field Sociology > Administration / Law / Management
Published In Volume 7, Issue 3, May-June 2025
Published On 2025-06-30
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E-ISSN 2582-2160
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