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Electronic word-of-mouth and its influence on purchase intention: a literature review and research agenda
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AbstractThe rise of the internet enables consumers to exchange and share consumption-related experiences through online reviews. This form of word of mouth, referred to as electronic word of mouth, can exert a strong impact on consumers' buying behaviour. Thus, academic interest in investigating the impact of e WOM has increased significantly over the last two decades. Al though many studies on the impact of e WOM have been published, the literature is fragmented, and scant attempts have been made to incorporate the findings of the existing research. This paper conducts a systematic literature review to synthesise the findings of prior research and to explain the impact of e WOM on consumers' purchase intention. Based on the analysis of the relevant literature, age, involvement, product and consumer characteristics were identified as moderators, while brand equity dimensions and trust act as mediator variables for the relationship between e WOM and purchase intention. Finally, drawing on the TCCM framework, this study provides directions for future research.
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Consumer behavior Purchase intention Online reviews Ewom