Effect of eWOM valence on purchase intention: the moderating role of product
by Gobinda Roy; Biplab Datta; Srabanti Mukherjee; Rituparna Basu; Avinash K. Shrivastava
International Journal of Technology Marketing (IJTMKT), Vol. 15, No. 2/3, 2021

Abstract: This study investigates the effects of electronic word of mouth (eWOM) valence on online purchase intention. The study also examines the moderating effect of the product's nature on the relationship between valence and purchase intention. The study empirically tested the proposed model with survey-based data using the analysis of variance method with a randomised block design. The result indicated a significant effect of eWOM valence on purchase intention that is moderated by the nature of products. Practical and theoretical implications of research along with future research directions are also discussed.

Online publication date: Fri, 15-Oct-2021

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