Dimensions of eWOM credibility on the online purchasing activities among consumers through social media
Word of mouth (WOM) communication has become a thoughtful information-sharing medium which can affect consumers’ buying decisions and attitudes in the direction of product categorizations and brands. Conventional word of mouth (WOM) is an outdated method for sharing thoughts and has existed as far...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Penerbit Universiti Kebangsaan Malaysia
2020
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| Online Access: | http://journalarticle.ukm.my/16098/1/42971-138221-1-PB.pdf http://journalarticle.ukm.my/16098/ https://ejournal.ukm.my/mjc/issue/view/1322 |
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| Summary: | Word of mouth (WOM) communication has become a thoughtful information-sharing medium which can
affect consumers’ buying decisions and attitudes in the direction of product categorizations and brands.
Conventional word of mouth (WOM) is an outdated method for sharing thoughts and has existed as far
back as individuals traded data which now evolved to the new form of word of mouth which is the
electronic word of mouth (eWOM). This study attempts to analyse the dimensions of eWOM credibility
on online purchasing activities among consumers through social media. This study employs a quantitative
method as the paradigm of methodology in gathering the data for this research. The questionnaires were
distributed to 260 respondents. The result of this study has been analysed well as aligned with the
research questions as well as the research objectives. The analysis revealed that all three major
dimensions which are quality, rating and recommendation consistency had significantly underpinned the
eWOM credibility on the online purchasing activities among consumers through social media and a new
measurement model also had been developed. The relationship between the dimensions and the
differences in the dimensions between consumers of different age and gender were also being analysed
in this study where each condition showed dissimilar but accurate results. All the research questions had
been thoroughly answered and the research objectives of this research had achieved as well. It is hoped
that this study may contribute to the related field in the future. |
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