Title: Influence of e-WOM on women's apparel purchase intention: a study on Myntra app

Authors: Mukesh; Mahabir Narwal; Seema

Addresses: Department of Commerce, Government College, Sector-9, Gurugram, India ' Department of Commerce, Kurukshetra University, Kurukshetra, India ' Department of Commerce, KUK, India

Abstract: People use different mobile applications for their apparel purchase. Reviews and rating about a product on mobile apps influence the purchase decision of the customers as they believe and use them as an information source. This study developed a model to check the influence of e-WOM on women's purchase decision on Myntra app. Data from 300 respondents were collected out of which 25 were found invalid for the analysis. To analyse the collected data, PLS SEM was used. The study found that, except for source trustworthiness, other independent variables, i.e., e-WOM quality, e-WOM quantity, perceived informativeness, and source expertise, significantly influence e-WOM usefulness. Whereas source credibility is positively affected by e-WOM quality and source expertise. It was seen that e-WOM adoption and purchase intention significantly influenced by e-WOM credibility and e-WOM usefulness. The study also suggested that marketers communicate and give feedback to customers on Myntra app so that customers feel attracted to and prefer this app only to purchase products in future.

Keywords: buying behaviour; communication; e-WOM quality; e-WOM quantity; Myntra; purchase intention; women.

DOI: 10.1504/IJBCG.2023.135785

International Journal of Business Competition and Growth, 2023 Vol.8 No.3, pp.147 - 163

Received: 03 Nov 2022
Accepted: 25 Mar 2023
Published online: 05 Jan 2024 *

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