EVALUATING FACTORS INFLUENCING ELECTRONIC WORD-OF-MOUTH (EWOM) ADOPTION FOR MOBILE PHONE PURCHASES

Abstract

Purpose- Internet has become one of the most important communications medium affecting consumer decision making; now it‟s usage is not only for entertainment purposes, but also the phenomenon such as online purchases and online information sharing has been seeing impressive increasing trend, even in Pakistan. The purpose of this paper is to examine the extent to which Pakistani opinion seekers are willing to adopt online consumer reviews and what factors encourage this adoption. Methodology/Sample- Using past researches a conceptual model for this research was developed including 3 factors proposed as having influence over eWOM adoption (Perceived risk, Source credibility and Information Quality). The proposed hypothesis were tested using a sample of Karachi internet users, who were required to fill an online questionnaire regarding eWOM adoption in mobile phone choice. Findings- The paper found significant relationship between the all 3 proposed variable with eWOM adoption with Perceived Risk being proved as being the highest influencing factor among all three. Practical Implications- The paper provides substantial proof for eWOM developing into a more effective marketing force than traditional advertisement. This provides means via which businesses in Pakistan can seek to promote their business in a manner useful to the members of their online communities, using eWOM.