#3488. An Empirical Examination of the Impact of eWom Information on Young Consumers’ Online Purchase Intention: Mediating Role of eWom Information Adoption

October 2026publication date
Proposal available till 26-05-2025
4 total number of authors per manuscript0 $

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Journal’s subject area:
Arts and Humanities (all);
Social Sciences (all);
Management
Psychology
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Abstract:
Customer purchase intention in online shopping stores can be influenced by electronic word of mouth (eWom) communication generated by the comments of consumers on social networking sites. The study also examines how eWom adoption mediates the impact of antecedents of eWom adoption on customer’s purchase intention. eWOM adoption mediates the impact of eWom antecedents on consumer purchase intention. The results provide significant implications for website designers and digital marketers. For marketers working with social media, the findings of this study are encouraging. Marketers can use these findings to develop viral marketing campaigns and encourage customers to contribute useful and credible eWom that could improve the customers’ purchase intention.
Keywords:
consumer purchase intentions; electronic word of mouth; online platforms; social networking sites

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