文章基本信息

标题：Investigating the effect of Electronic Word Of Mouth on customer’s purchase intention of digital products
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作者：Shabnam Khosravani Zangeneh ; Mehran Rezvani ; Reza Mohammadkazemi 等
期刊名称：Management Science Letters
印刷版ISSN：1923-9335
电子版ISSN：1923-9343
出版年度：2014
卷号：4
期号：11
页码：2433-2440
DOI：10.5267/j.msl.2014.10.003
出版社：Growing Science
摘要：This paper presents an empirical investigation to examine the effect of electronic word of mouth (eWOM) on purchasing intention. The study also considers the effects of quality of eWOM, quantity of eWOM as well as reviewers’ expertise on purchasing intention. The study has accomplished among 384 people who have some experiences on buying digital devices from an Iranian well-known providers of electronic devices in city of Tehran, Iran. Using structural equation modeling, the study confirms the effects of eWOM on purchase intention. In addition, the study confirms the effects of quality of eWOM as well as reviewer’s expertise on purchase intention. Moreover, the study examines the effects of two moderator variables, brand image and product complexity, on purchase intention and while the effect of brand image on purchase intention is confirmed but the impact of complexity on purchase intention is not confirmed.
关键词：Word of mouth advertisement; Purchasing intention; Digital product; Product complexity