Factors Affecting eWOM Credibility, Information Adoption, and Purchase Intention on Generation Y: A Case from Thailand

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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.

Original languageEnglish
Pages (from-to)(In-press)
JournalJournal of Enterprise Information Management
Volume(In-press)
Early online date23 Jun 2020
DOIs
Publication statusE-pub ahead of print - 23 Jun 2020

Bibliographical note

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Keywords

  • Electric Word of Mouth (eWOM)
  • Generation Y
  • Purchase Intention
  • eWOM adoption
  • eWOM credibility
  • Social Media
  • Consumer Reviews

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