Role of EWOM on the Purchase Intention of Consumers.

Abstract

This research was carried out in order to examine the impact of four dimension of Electronic Word of Mouth (EWOM) i.e. Information Quality, Information Credibility, Information Usefulness, and Information Adoption on Customer Purchase Intention. We proposed that the Information Quality, Information Credulity, Information Usefulness, and Information Adoption have a positive relationship with Customer Purchase Intention. A sample of 220 customers who takes hospitality services participated in the study and recorded their responses through questionnaires. The data which was obtained was analyzed using the Statistical Package for the Social Sciences (SPSS) which included a correlation, and regression. All the hypotheses were accepted. Information Quality had a positive relationship with Customer Purchase Intention. Information Credibility had a positive relationship with Customer Purchase Intention. Information Usefulness had a positive relationship with Customer Purchase Intention. Information Adoption had a positive relationship with Customer Purchase Intention.