Impact of E-WOM and Social Interactions on Purchase Intentions with Mediating Role of Trust in Clothing Sector

Abstract

This research work is focused mainly on identifying the Impact of E-WOM and social interactions on purchase intentions with mediating role of trust. In this study, E-WOM and social interactions has been considered as independent variable. Whereas, trust as the mediating variables. However, purchase intentions is used as dependent variable. To prove this relationship, a survey has been conducted through a structured questionnaire by involving the individual who uses the internet and buy clothes online mainly living in Islamabad and Rawalpindi as these respondents have been requested to share their experiences by filling the structured questionnaire. Then, data analysis has been done based on collected data through various statistical instruments including descriptive frequencies, reliability, correlation, regression, ANOVA, and coefficient. . Results have revealed that, there exists a important relationship between E-WOM and social interaction (independent variable), Trust (mediator variables), and Purchase intention (dependent variable) and Trust has an mediating effect on relation of E-WOM , Social interaction and Purchase intention in Islamabad of Rawalpindi.