Exploring the Influence of Electronic Word of Mouth (eWOM) on Consumer Purchase Intentions: A Quantitative study for E-Commerce

Abstract

This research investigates the relationship between electronic word of mouth (eWOM) and consumer purchasing intention on e-commerce websites. To achieve this objective, the study synthesizes insights from established marketing literature on user-generated content and purchase intention to develop a novel conceptual framework. Employing a quantitative research design, data were collected through surveys administered to visitors of e-commerce platforms. The findings from path analysis reveal that key dimensions of eWOM, such as information quality, information credibility, and information adoption, significantly influence purchase intention.