Research on Influence of Electronic Word of Mouth on Consumers’ Purchase Intentions

Abstract

Word of mouth has become market information that has a very importance influence on consumers’ judgment and decision making. By reviewing EWOM-related literature, a theoretical model is established from the perspectives of EWOM Quantity, EWOM Timeliness, EWOM Quality and EWOM Expertise to explore the influence of EWOM on the consumers’ purchase intentions. With college students as the research objects, data are collected through questionnaire survey. An empirical analysis is conducted through SPSS software and the following results are thus acquired: EWOM Quantity, EWOM Timeliness, EWOM Quality and EWOM Expertise have significant positive influence on the consumers’ purchase intentions, and EWOM Quality has the largest influence on the consumers’ purchase intentions and EWOM Timeliness has the least influence on the consumers’ purchase intentions.