Determining the role of electronic word of mouth (e-wom) on online consumers purchase intention by the mediation effects of e-service quality

Abstract

The study investigated the role of Electronic Word of Mouth (eWOM) on Online Consumers Purchase Intentions by the mediation effects of e-Service Quality in the twin cities of Rawalpindi and Islamabad. The core focus remained to investigate how online retailing mantra prevails due to eWOM on social networking sites. E-Service Quality plays pivotal role in boosting purchase intentions of individuals therefore the mediating effects of e-Service Quality were also determined. The study was based on deductive approach in which data was being collected from the respondents through structured questionnaire. The total number of respondents was 275 and convenience sampling technique was used for the collection of data. In order to determine causal relationship among the constructs, linear regression models were used. The assumptions of regressions were fulfilled before running theoretical model for regression analysis. The results attained manifestly accepted the established hypotheses