Investigating the Relationship of eWOM with Consumers’ Purchase Intentions: Moderating Role of Website Characteristics

Zaman, Yaser (2025): Investigating the Relationship of eWOM with Consumers’ Purchase Intentions: Moderating Role of Website Characteristics.

Abstract

The rapid advancement in internet technologies has led to a surge in electronic word-of-mouth (e-WOM) phenomena, particularly through online reviews. This study investigates the relationship between review characteristics and consumer purchase intentions, with a specific focus on the moderating role of website characteristics. Data were collected from 240 respondents via a structured questionnaire and analyzed using regression techniques. Results reveal that information characteristics and reviewer characteristics significantly influence purchase intentions. Additionally, website characteristics moderate these relationships, enhancing or diminishing their effects. These findings underscore the importance of managing review and website attributes to influence consumer behavior. Implications for marketers and online retailers are discussed, highlighting strategies to optimize e-WOM and website design to drive purchase intentions.

• Item Type: MPRA Paper
• Language: English
• Keywords: eWOM; Review Characteristics; Website Characteristics; Purchase Intentions; Online Retailing
• Subjects: M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising

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