Influence of e-WOM on women's apparel purchase intention: a study on Myntra app
by Mukesh; Mahabir Narwal; Seema
International Journal of Business Competition and Growth (IJBCG), Vol. 8, No. 3, 2023

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.

Online publication date: Fri, 05-Jan-2024

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Business Competition and Growth (IJBCG):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com