E-WOM effect through social media and shopping websites on purchase intention of smartphones in India

  • 401 Views
  • 116 Downloads

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License

This study analyses the comparative effects between E-WOM on online shopping platforms and social networking platforms on consumers’ purchase intention of smartphones in India. The E-WOM effect on buying intention has become an important context for many researchers due to its increasing importance in today’s world of digitalization. This study aims to assess the influence of E-WOM factors on these two platforms, including E-WOM credibility, E-WOM attitude, E-WOM quantity, and E-WOM format, on purchase decisions of smartphones. The data were collected using a questionnaire from 361 respondents in Uttar Pradesh, India. Multiple regression has been applied to empirically measure the influence of independent factors (E-WOM credibility, E-WOM attitude, E-WOM quantity, and E-WOM format) on the dependent factor (consumers’ purchase intention). The result indicates that E-WOM credibility, E-WOM quantity, and E-WOM format on online shopping platforms have more impact than E-WOM on social media on the purchase intention of smartphones. This study aids online companies in understanding the purchase patterns of consumers, and E-WOM on online shopping platforms is more effective in terms of credibility, quantity, and format as compared to E-WOM on social networking platforms toward buying intention of smartphones.

view full abstract hide full abstract
    • Figure 1. Research model
    • Table 1. Variables and items
    • Table 2. Respondents’ demographics
    • Table 3. ANOVA of purchase intention
    • Table 4. Cronbach’s alpha values
    • Table 5.1. Value of R square
    • Table 5.2. Value of P
    • Table 5.3. Multiple regression analysis of dependent and independent variables
    • Table 6. Results of hypothesis testing
    • Conceptualization
      Asif Iqbal, Noor Alam Khan
    • Data curation
      Asif Iqbal, Noor Alam Khan
    • Formal Analysis
      Asif Iqbal, Azam Malik
    • Investigation
      Asif Iqbal, Noor Alam Khan
    • Validation
      Asif Iqbal
    • Methodology
      Noor Alam Khan, Azam Malik
    • Supervision
      Noor Alam Khan, Azam Malik, Mohammad Rishad Faridi
    • Writing – original draft
      Noor Alam Khan, Azam Malik, Mohammad Rishad Faridi
    • Writing – review & editing
      Noor Alam Khan, Azam Malik, Mohammad Rishad Faridi
    • Project administration
      Azam Malik
    • Visualization
      Azam Malik, Mohammad Rishad Faridi
    • Software
      Mohammad Rishad Faridi