Abstract:
This study aims to explore the causal relationship betweene-word-of-mouth(e-
WOM)andits influence onpurchase decisionsthrough structural equation modeling
(SEM). Five constructs were formulated through literature review: expertise, search
extent, own experience, trustworthiness, and e-WOMeffect. Results of this study show
that four constructs all have positive influenceone-WOMeffect, and own experience has
the mostinfluence on purchase decisions.Existing electronic word-of-mouth (e-WOM)
studies mainly focus on original e-WOM sending and searching/receiving behavior,
investigating factors in the communication process and influences on the participants.
While marketers repeatedly exclaim that original e-WOM communication is more and
more difficult and expensive to create on the Internet; furthermore, it is less and less
beneficial. This study addresses the gap between the marketers' needs and the existing
academic studies, investigating e-WOM from a new perspective. Following an
assessment of various literatures, this study incorporates a communication process
model into electronic word-of-mouth communication and constructs a conceptual
framework for re-word-of-mouse behavior on the internet. Based on the literature
review and focus group interview, we find that e-WOM Motives can be generated by e-
WOM Search and e-WOM Response. This study can help online companies to provide
more effective and beneficial online information services for both consumers and
themselves
