Abstract
Purpose
With the ever-expanding online shopping, electronic word-of-mouth (eWOM) has become a significant factor affecting the consumer decision-making behaviour. This is specially the case when considering Generation Y (Millennials), who are old enough to be independent buyers and young to be almost immersed in online living. This article aims to assess the impact of eWOM on purchase intention by developing a conceptual model of hypotheses encompassing a multitude of factors that may be associated with this relationship.
Design/methodology/approach
The researcher investigates what factors impact eWOM credibility and make the consumer may adopt it when making a purchase. To examine our research model, a quantitative approach is employed for this purpose using a sample through online survey from Thailand – where there is a large number portion Generation Y consumer base.
Findings
It was found that source style as a visual attribute information is the most significant factor that may impact eWOM credibility in addition to source credibility, argument quality and source homophily, respectively.
Practical implications
From a practical point of view, it helps firms to understand what needs to be taken into consideration when building their marketing strategy.
Originality/value
This is believed to add significant insights into the eWOM literature by identifying its route of impact toward the purchase intention on Generation Y.
With the ever-expanding online shopping, electronic word-of-mouth (eWOM) has become a significant factor affecting the consumer decision-making behaviour. This is specially the case when considering Generation Y (Millennials), who are old enough to be independent buyers and young to be almost immersed in online living. This article aims to assess the impact of eWOM on purchase intention by developing a conceptual model of hypotheses encompassing a multitude of factors that may be associated with this relationship.
Design/methodology/approach
The researcher investigates what factors impact eWOM credibility and make the consumer may adopt it when making a purchase. To examine our research model, a quantitative approach is employed for this purpose using a sample through online survey from Thailand – where there is a large number portion Generation Y consumer base.
Findings
It was found that source style as a visual attribute information is the most significant factor that may impact eWOM credibility in addition to source credibility, argument quality and source homophily, respectively.
Practical implications
From a practical point of view, it helps firms to understand what needs to be taken into consideration when building their marketing strategy.
Originality/value
This is believed to add significant insights into the eWOM literature by identifying its route of impact toward the purchase intention on Generation Y.
| Original language | English |
|---|---|
| Pages (from-to) | 838-859 |
| Number of pages | 22 |
| Journal | Journal of Enterprise Information Management |
| Volume | 34 |
| Issue number | 3 |
| Early online date | 23 Jun 2020 |
| DOIs | |
| Publication status | Published - 12 Apr 2021 |
Bibliographical note
Copyright © and Moral Rights are retained by the author(s) and/ or other copyright owners. A copy can be downloaded for personal non-commercial research or study, without prior permission or charge. This item cannot be reproduced or quoted extensively from without first obtaining permission in writing from the copyright holder(s). The content must not be changed in any way or sold commercially in any format or medium without the formal permission of the copyright holders.Keywords
- Consumer reviews
- Electronic word-of-mouth (eWOM)
- Generation Y
- Purchase intention
- Social media
- eWOM adoption
- eWOM credibility
ASJC Scopus subject areas
- General Decision Sciences
- Information Systems
- Management of Technology and Innovation