Title: The impact of trust and electronic word-of-mouth reviews on purchasing intention

Authors: Joana Torres; Pedro Torres; Mário Augusto

Addresses: Faculty of Economics, University of Coimbra, Av. Dias da Silva, 165, 3004-512 Coimbra, Portugal ' CeBER, Faculty of Economics, University of Coimbra, Av. Dias da Silva, 165, 3004-512 Coimbra, Portugal ' Institute of Systems and Robotics, CeBER, Faculty of Economics, University of Coimbra, Av. Dias da Silva, 165, 3004-512 Coimbra, Portugal

Abstract: This paper analyses the causal relationships among trust, general attitude toward electronic word-of-mouth reviews, electronic word-of-mouth review rank, and purchase intention. A conceptual model was tested using a sample of 201 social-network-site users and an application of structural equation modelling was also applied. The main findings show that: 1) trust and general attitude toward electronic word-of-mouth reviews have a significant impact on both purchase intention and on electronic word-of-mouth review rank; 2) trust does not have a significant effect on electronic word-of-mouth review attitude; 3) electronic word-of-mouth review rank does not have a significant influence on purchase intention. Thus, marketing managers should focus on building trust and promoting a positive general attitude toward electronic word-of-mouth reviews in order to increase purchase intention.

Keywords: e-WOM; general attitude toward electronic word-of-mouth reviews; electronic word-of-mouth review rank; trust; purchase intention; digital marketing.

DOI: 10.1504/IJESB.2019.099884

International Journal of Entrepreneurship and Small Business, 2019 Vol.37 No.1, pp.136 - 151

Received: 02 Sep 2017
Accepted: 01 Nov 2017
Published online: 26 May 2019 *

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