THE EFFECT OF ELECTRONIC WORD OF MOUTH (eWOM) TOWARDS ONLINE PURCHASE INTENTION

Publication Date : 01/01/2019


Author(s) :

JULIA CHOONG JIE LING, SMITHA GEETHA.


Volume/Issue :
Volume 4
,
Issue 1
(01 - 2019)



Abstract :

The effect of electronic Word-of-Mouth tend to influence shoppers online purchase intention, as there is a change in demography of Malaysia population. Moreover, millennial tend to easily be influenced by online social media when making purchase decision. It is to believe that millennial shoppers are more likely to get influence by the Word of Mouth from brand ambassador, influencer and brand owner via online platform before they make any transaction online. Quantitative research is adopted in this study by distributing questionnaire to 200 millennial through online platform. Descriptive analysis is used to analyze the demographic of respondents; correlation analysis and regression analysis are used to test the relationship between dependent variable and independent variables. The results shows that all hypothesis have a positive and direct relationship between dependent variable online purchase intentions, and independent variables brand ambassador/ influencer text credibility, brand ambassador/ influencer image credibility and brand-owner site. While conducting this research, the limitations faced are the time limit, and the total respondent is not able to generalize the whole population as non-probability sampling technique is adopted.


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