Pakistani young consumers’ purchase intention in the restaurant industry: measuring mediation role of E-WOM and CBBE

Abstract

Today, with this increasing use of Internet and Social media and the ability and familiarity of young consumers, they have been able to engage more in electronic communication, reviews and word of mouth. This study seeks to measure the motivations for Electronic word of mouth and purchase intention of young consumers in the restaurant industry of Pakistan. The hypotheses were developed based on the review of previous literature. The study is based on quantitative research in which data was gathered from 320 young consumers of Karachi, Lahore and Islamabad/Rawalpindi who engage in electronic word of mouth communication for online reviews regarding restaurants in Pakistan. The study has measured the young consumers’ purchase intention and impacts of motivational factors to participate in E-WOM communication, E-WOM and consumer based brand equity and explored the mediation effects of E-WOM and CBBE among antecedents of E-WOM and Purchase Intention