Cover Image

The influence of electronic word of mouth (ewom) on the purchase intention of technological gadgets

Electronic word-of-mouth (eWOM) can be defined as any positive or negative opinion or comment that is created by potential, actual, or past users about a good or a company via the internet. The main objective of this study is to identify key factors affecting the purchase intention of technological...

Full description

Saved in:
Bibliographic Details
Main Author: Tiew, Keh Yeng
Format: Final Year Project / Dissertation / Thesis
Published: 2023
Subjects:
HD Industries. Land use. Labor
Online Access:http://eprints.utar.edu.my/5676/1/TIEW_KEH_YENG.pdf
http://eprints.utar.edu.my/5676/
Tags: Add Tag
No Tags, Be the first to tag this record!
id my-utar-eprints.5676
record_format eprints
spelling my-utar-eprints.56762023-07-06T13:37:43Z The influence of electronic word of mouth (ewom) on the purchase intention of technological gadgets Tiew, Keh Yeng HD Industries. Land use. Labor Electronic word-of-mouth (eWOM) can be defined as any positive or negative opinion or comment that is created by potential, actual, or past users about a good or a company via the internet. The main objective of this study is to identify key factors affecting the purchase intention of technological gadgets in Malaysia. Concerning this, the factors that will investigate in this study are information quality, information quantity, information credibility, information adoption, perceived usefulness, using experience of eWOM. The underlying theories of this study are the Information Adoption Model (IAM), the Technology Acceptance Model (TAM), and the Theory of Planned Behavior (TPB). The targeted population is the consumer who stayed in Malaysia that have past or current experience in reading online reviews about technological gadgets. The age range targeted is between 18 to 50 years old. By using the convenience sampling method, 242 valid survey responses were utilized in this study. The findings indicated that Malaysian consumers have chosen YouTube to be the most frequently used social media platform for studying online reviews about technological gadgets. Also, the results indicated information quantity, information adoption, perceived usefulness, and using experience of eWOM would be the factors influencing the purchase intention of technological gadgets. Nevertheless, this research provides valuable implications to the marketers to focus on delivering eWOM as the marketing tool to make further improvements towards digital marketing in Malaysia. Lastly, limitations and recommendations have been illustrated for future researchers to improve while researching similar studies. 2023 Final Year Project / Dissertation / Thesis NonPeerReviewed application/pdf http://eprints.utar.edu.my/5676/1/TIEW_KEH_YENG.pdf Tiew, Keh Yeng (2023) The influence of electronic word of mouth (ewom) on the purchase intention of technological gadgets. Final Year Project, UTAR. http://eprints.utar.edu.my/5676/
institution Universiti Tunku Abdul Rahman
building UTAR Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Tunku Abdul Rahman
content_source UTAR Institutional Repository
url_provider http://eprints.utar.edu.my
topic HD Industries. Land use. Labor
spellingShingle HD Industries. Land use. Labor
Tiew, Keh Yeng
The influence of electronic word of mouth (ewom) on the purchase intention of technological gadgets
description Electronic word-of-mouth (eWOM) can be defined as any positive or negative opinion or comment that is created by potential, actual, or past users about a good or a company via the internet. The main objective of this study is to identify key factors affecting the purchase intention of technological gadgets in Malaysia. Concerning this, the factors that will investigate in this study are information quality, information quantity, information credibility, information adoption, perceived usefulness, using experience of eWOM. The underlying theories of this study are the Information Adoption Model (IAM), the Technology Acceptance Model (TAM), and the Theory of Planned Behavior (TPB). The targeted population is the consumer who stayed in Malaysia that have past or current experience in reading online reviews about technological gadgets. The age range targeted is between 18 to 50 years old. By using the convenience sampling method, 242 valid survey responses were utilized in this study. The findings indicated that Malaysian consumers have chosen YouTube to be the most frequently used social media platform for studying online reviews about technological gadgets. Also, the results indicated information quantity, information adoption, perceived usefulness, and using experience of eWOM would be the factors influencing the purchase intention of technological gadgets. Nevertheless, this research provides valuable implications to the marketers to focus on delivering eWOM as the marketing tool to make further improvements towards digital marketing in Malaysia. Lastly, limitations and recommendations have been illustrated for future researchers to improve while researching similar studies.
format Final Year Project / Dissertation / Thesis
author Tiew, Keh Yeng
author_facet Tiew, Keh Yeng
author_sort Tiew, Keh Yeng
title The influence of electronic word of mouth (ewom) on the purchase intention of technological gadgets
title_short The influence of electronic word of mouth (ewom) on the purchase intention of technological gadgets
title_full The influence of electronic word of mouth (ewom) on the purchase intention of technological gadgets
title_fullStr The influence of electronic word of mouth (ewom) on the purchase intention of technological gadgets
title_full_unstemmed The influence of electronic word of mouth (ewom) on the purchase intention of technological gadgets
title_sort influence of electronic word of mouth (ewom) on the purchase intention of technological gadgets
publishDate 2023
url http://eprints.utar.edu.my/5676/1/TIEW_KEH_YENG.pdf
http://eprints.utar.edu.my/5676/
_version_ 1772816673266466816
score 13.211869

Similar Items