Title: Developing a model to analyse customers' purchasing intention with emphasise on the role of eWOM dimensions in social networks

Authors: Homa Kavoosi Kalejahi; Hossein Bodaghi Khajeh Noubar; Reza Rostamzadeh

Addresses: Department of Business Administration, Tabriz Branch, Islamic Azad University, Tabriz, Iran ' Department of Business Administration, Tabriz Branch, Islamic Azad University, Tabriz, Iran ' Department of Management, Urmia Branch, Islamic Azad University, Urmia, Iran

Abstract: Social networks have played a growing role in establishment of electronic word of mouth (eWOM) among users of household instruments. This study analyses effect of eWOM dimensions on customer's purchasing intention via online community on platform of social networks. This research is descriptive-survey type and data were collected from a sample of 380 Iranian respondents of LG products using online questionnaire. SPSS and Smart PLS software packs were utilised for analysis. The results showed that eWOM behaviour, strong and weak social ties/communications of eWOM and informative dimensions were the main factors for occurrence of eWOM behaviours in online purchase. Also, the given results indicated that perceived quality might also impact e-trust showing improvement of customer's satisfaction. The performance of main features in social networks (trust and high quality) can improve eWOM activities in social networks, but characteristics of normative influence only helps to improvement of relations among e-trust with perceived quality.

Keywords: electronic word of mouth; eWOM; perceived quality; purchasing intention; social networks.

DOI: 10.1504/IJBE.2022.121956

International Journal of Business Environment, 2022 Vol.13 No.2, pp.145 - 174

Received: 18 Mar 2021
Accepted: 12 Jul 2021

Published online: 27 Jan 2022 *

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