The impact of trust and electronic word-of-mouth reviews on purchasing intention
by Joana Torres; Pedro Torres; Mário Augusto
International Journal of Entrepreneurship and Small Business (IJESB), Vol. 37, No. 1, 2019

Abstract: This paper analyses the causal relationships among trust, general attitude toward electronic word-of-mouth reviews, electronic word-of-mouth review rank, and purchase intention. A conceptual model was tested using a sample of 201 social-network-site users and an application of structural equation modelling was also applied. The main findings show that: 1) trust and general attitude toward electronic word-of-mouth reviews have a significant impact on both purchase intention and on electronic word-of-mouth review rank; 2) trust does not have a significant effect on electronic word-of-mouth review attitude; 3) electronic word-of-mouth review rank does not have a significant influence on purchase intention. Thus, marketing managers should focus on building trust and promoting a positive general attitude toward electronic word-of-mouth reviews in order to increase purchase intention.

Online publication date: Wed, 22-May-2019

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