Title: Effect of eWOM valence on purchase intention: the moderating role of product

Authors: Gobinda Roy; Biplab Datta; Srabanti Mukherjee; Rituparna Basu; Avinash K. Shrivastava

Addresses: Department of Marketing, International Management Institute Kolkata, 2/4 C, Judges Court Road, Alipore, Kolkata, West Bengal 700027, India ' Vinod Gupta School of Management (VGSOM), Indian Institute of Technology Kharagpur, Kharagpur, West Bengal 721302, India ' Vinod Gupta School of Management (VGSOM), Indian Institute of Technology Kharagpur, Kharagpur, West Bengal 721302, India ' Department of Marketing, International Management Institute Kolkata, 2/4 C, Judges Court Road, Alipore, Kolkata, West Bengal 700027, India ' Department of QT, IT and Operations, International Management Institute Kolkata, 2/4 C, Judges Court Road, Alipore, Kolkata, West Bengal 700027, India

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.

Keywords: electronic word of mouth; eWOM; mixed neutral eWOM; search products; experience products; purchase intention; eWOM valence.

DOI: 10.1504/IJTMKT.2021.118201

International Journal of Technology Marketing, 2021 Vol.15 No.2/3, pp.158 - 180

Received: 06 Apr 2020
Accepted: 15 Jul 2020
Published online: 15 Oct 2021 *

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