Open Access Open Access  Restricted Access Subscription or Fee Access
Total views : 3984

Examining eWOM Credibility - Consumer Purchase Intention Relationship in Facebook: A Mediation Analysis

Affiliations

  • Senior Research Fellow, School of Management Studies, University of Hyderabad, CUC, Professor CR Rao Road, PO, Central University, Gachibowli, Hyderabad, Telangana - 500 046, India

Abstract


The objective of the current study was to examine the influence of electronic word-of-mouth (eWOM) credibility on consumers' purchase intention with trust in seller and brand image as mediators. The proposed model was tested in the context of brand fan pages of Amazon on Facebook. The data were obtained from 393 customers present on Facebook fan pages of Amazon. The data were analyzed using structural equation modeling (SEM), which indicated a positive relationship between eWOM and purchase intentions. Both trust in seller and brand image partially mediated this relationship. While the study contributes to the theories of eWOM, trust, and consumer behaviour, its findings have significant implications for managers of e-commerce websites who may seek empirical evidence while developing new methods of disseminating product information through SNSs.

Keywords

eWOM Credibility, Trust in the Seller, Brand Image, Purchase Intention, Facebook Fan Pages, Consumer Electronics, Amazon.com.

Paper Submission Date: August 25, 2018; Paper Sent Back for Revision: July 17, 2019; Paper Acceptance Date: July 22, 2019.

Full Text:

 |  (PDF views: 14)

References


  • Aghekyan-Simonian, M., Forsythe, S., Kwon, W. S., & Chattaraman, V. (2012). The role of product brand image and online store image on perceived risks and online purchase intentions for apparel. Journal of Retailing and Consumer Services, 19 (3), 325-331.

  • Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. Action control (pp. 11-39). Berlin, Heidelberg : Springer.

  • Aranda, E., Gómez, M., & Molina, A. (2015). Consumers’ brand images of wines. British Food Journal, 117 (8), 2057-2077.

  • Arora, T., Agarwal, B., & Kumar, A. (2018). A study of millennials's preferences for social media advertising in Delhi NCR. Indian Journal of Marketing, 48 (10), 34-51. http://dx.doi.org/10.17010/ijom/2018/v48/i10/132334

  • Ayeh, J. K., Au, N., & Law, R. (2013). "Do we believe in TripAdvisor?" Examining credibility perceptions and online travelers’ attitude toward using user-generated content. Journal of Travel Research, 52 (4), 437-452.

  • Baron, R. M., & Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182.

  • Bentler, P.M., & Bonett, D.G. (1980). Significance tests and goodness of fit in the analysis of covariance structures. Psychological Bulletin, 88, 588-606.

  • Berger, J., & Iyengar, R. (2013). Communication channels and word of mouth: How the medium shapes the message. Journal of Consumer Research, 40 (3), 567-579.

  • Bhāle, S., & Tongare, K. (2018). A conceptual model of helpfulness of online reviews in a blink. Indian Journal of Marketing, 48 (2), 7-22. http://dx.doi.org/10.17010/ijom/2018/v48/i2/121331

  • Brengman, M., & Karimov, F. P. (2012). The effect of web communities on consumers' initial trust in B2C e-commerce websites. Management Research Review, 35(9), 791-817.

  • Bruhn, M., Schoenmueller, V., & Schäfer, D. B. (2012). Are social media replacing traditional media in terms of brand equity creation ? Management Research Review, 35(9), 770-790.

  • Casaló, L. V., Flavián, C., & Guinalíu, M. (2011). Understanding the intention to follow the advice obtained in an online travel community. Computers in Human Behavior, 27(2), 622-633.

  • Castillo, C., Mendoza, M., & Poblete, B. (2011, March). Information credibility on twitter. In, Proceedings of the 20th International Conference on World Wide Web (pp. 675-684). Retrieved from http://chato.cl/papers/castillo_mendoza_poblete_2010_twitter_credibility.pdf

  • Chan, Y. Y., & Ngai, E. W. (2011). Conceptualising electronic word of mouth activity: An input-process-output perspective. Marketing Intelligence & Planning, 29 (5), 488-516.

  • Cheung, C. M. , Lee, M. K., & Rabjohn, N. (2008). The impact of electronic word-of-mouth : The adoption of online opinions in online customer communities. Internet Research, 18 (3), 229-247.

  • Cheung, M. F., & To, W. (2016). Service co-creation in social media : An extension of the theory of planned behavior. Computers in Human Behavior, 65 (12), 260-266.

  • Cheung, M. Y., Luo, C., Sia, C. L., & Chen, H. (2009). Credibility of electronic word-of-mouth : Informational and normative determinants of on-line consumer recommendations. International Journal of Electronic Commerce, 13 (4), 9-38.

  • Chiu, C.-M., Hsu, M.-H., Lai, H., & Chang, C.-M. (2012). Re-examining the influence of trust on online repeat purchase intention: The moderating role of habit and its antecedents. Decision Support Systems, 53(4), 835-845.

  • Davis, D. F., Golicic, S. L., & Marquardt, A. (2009). Measuring brand equity for logistics services. The International Journal of Logistics Management, 20 (2), 201-212.

  • Everard, A., & Galletta, D. F. (2005). How presentation flaws affect perceived site quality, trust, and intention to purchase from an online store. Journal of Management Information Systems, 22 (3), 56-95.

  • Farzin, M., & Fattahi, M. (2018). eWOM through social networking sites and impact on purchase intention and brand image in Iran. Journal of Advances in Management Research, 15 (2), 161-183.

  • Fiske, S. T., & Taylor, S. E. (1991). Social cognition (2nd ed.). NY : McGraw-Hill.

  • Fornell, C., & Larcker, D. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18 (1), 39-50. http://dx.doi.org/10.2307/3151312

  • Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 27(1), 51-90.

  • Gefen, D., & Straub, D. W. (2004). Consumer trust in B2C e-commerce and the importance of social presence: Experiments in e-products and e-services. Omega, 32(6), 407-424.

  • Guadagnoli, E., & Velicer, W. F. (1988). Relation to sample size to the stability of component patterns. Psychological Bulletin, 103(2), 265-275.

  • Hair, J., Black, W., Babin, B., & Anderson, R. (2010). Multivariate data analysis (7th edition). Upper Saddle River: Prentice Hall.

  • Hazée, S., Van Vaerenbergh, Y., & Armirotto, V. (2017). Co-creating service recovery after service failure: The role of brand equity. Journal of Business Research, 74, 101-109.

  • Heider, F. (2013). The psychology of interpersonal relations. London : Psychology Press.

  • Henning-Thurau, T. (2004). Subjects of reading customer articles on the internet : Theoretical and empirical analysis. In, Consumer behavior on the Internet (pp. 171-193). Switzerland: Gabler Publishing House.

  • Khammash, M., & Griffiths, G. H. (2011). ‘Arrivederci CIAO. com, Buongiorno Bing. com’-Electronic word-ofmouth (eWOM), antecedences and consequences. International Journal of Information Management, 31(1), 82-87.

  • Kim, D. J., Ferrin, D. L., & Rao, H. R. (2008). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Decision Support Systems, 44(2), 544-564.

  • Kim, M.- J., Chung, N., & Lee, C.- K. (2011). The effect of perceived trust on electronic commerce: Shopping online for tourism products and services in South Korea. Tourism Management, 32(2), 256-265.

  • Kotler, P. (2009). Marketing management: A South Asian perspective. Bengaluru, India : Pearson Education India.

  • Kozinets, R. V., De Valck, K., Wojnicki, A. C., & Wilner, S. J. S. (2010). Networked narratives: Understanding wordofmouth marketing in online communities. Journal of Marketing, 74 (2), 71-89.

  • Lee, J., Park, D.-H., & Han, I. (2008). The effect of negative online consumer reviews on product attitude: An information processing view. Electronic Commerce Research and Applications, 7(3), 341-352.

  • Lee, M., & Youn, S. (2009). Electronic word of mouth (eWOM) : How eWOM platforms influence consumer product judgement. International Journal of Advertising : The Quarterly Review of Marketing Communications, 28(3), 473-499.

  • Lien, C.- H., Wen, M.- J., Huang, L.- C., & Wu, K.- L. (2015). Online hotel booking: The effects of brand image, price, trust and value on purchase intentions. Asia Pacific Management Review, 20(4), 210-218.

  • Lu, B., Fan, W., & Zhou, M. (2016). Social presence, trust, and social commerce purchase intention: An empirical research. Computers in Human Behavior, 56, 225-237.

  • Luo, C., Luo, X. R., Schatzberg, L., & Sia, C. L. (2013). Impact of informational factors on online recommendation credibility: The moderating role of source credibility. Decision Support Systems, 56, 92-102.

  • Matute, J., Polo-Redondo, Y., & Utrillas, A. (2016). The influence of EWOM characteristics on online repurchase intention. Online Information Review, 40 (7), 1090-1110.

  • Metzger, M. J. (2007). Making sense of credibility on the web: Models for evaluating online information and recommendations for future research. Journal of the Association for Information Science and Technology, 58(13), 2078-2091.

  • Mizerski, R. W. (1978). Causal complexity : A measure of consumer causal attribution. Journal of Marketing Research, 15 (2), 220-228.

  • Park, C., Wang, Y., Yao, Y., & Kang, Y. R. (2011). Factors influencing eWOM effects: Using experience, credibility, and susceptibility. International Journal of Social Science and Humanity, 1(1), 74-79.

  • Prasad, S., & Sen, S. (2018). Role of conviction in the impact of electronic word of mouth on purchase intention for financial products and services. Indian Journal of Marketing, 48(1), 47-60. doi:10.17010/ijom/2018/v48/i1/120735

  • Ramli, R., Bakar, A. A., Ismail, R., & Aziz, N. (2017). The trust effect towards online seller in social commerce. Proceedings of the 6th International Conference on Computing and Informatics, ICOCI 2017, 2527 April, 2017, Kuala Lumpur. Retrieved from http://www.icoci.cms.net.my/proceedings/2017/Pdf_Version_Chap06e/PID30-317-322e.pdf

  • Shin, D.-H. (2013). User experience in social commerce: In friends we trust. Behaviour & Information Technology, 32(1), 52-67.

  • Shin, J.I., Chung, K.H., Oh, J.S., & Lee, C.W. (2013). The effect of site quality on repurchase intention in Internet shopping through mediating variables : The case of university students in South Korea. International Journal of Information Management, 33 (3), 453-463.

  • Shukla, P. (2011). Impact of interpersonal influences, brand origin and brand image on luxury purchase intentions: Measuring interfunctional interactions and a cross-national comparison. Journal of World Business, 46(2), 242-252.

  • Torlak, O., Ozkara, B. Y., Tiltay, M. A., Cengiz, H., & Dulger, M. F. (2014). The effect of electronic word of mouth on brand image and purchase intention: An application concerning cell phone brands for youth consumers in Turkey. Journal of Marketing Development and Competitiveness, 8(2), 61-68.

  • Venkataraman, N., & Raman, S. (2016). Impact of user-generated content on purchase intention for fashion products: A study on women consumers in Bangalore. Indian Journal of Marketing, 46(7), 23-35. http://dx.doi.org/10.17010/ijom/2016/v46/i7/97125

  • Willemsen, L. M., Neijens, P. C., & Bronner, F. (2012). The ironic effect of source identification on the perceived credibility of online product reviewers. Journal of Computer-Mediated Communication, 18(1), 16-31.

  • Yeap, J. A., Ignatius, J., & Ramayah, T. (2014). Determining consumers’ most preferred eWOM platform for movie reviews: A fuzzy analytic hierarchy process approach. Computers in Human Behavior, 31 (2), 250-258.

  • Yuan, R., Liu, M. J., Luo, J., & Yen, D. A. (2016). Reciprocal transfer of brand identity and image associations arising from higher education brand extensions. Journal of Business Research, 69(8), 3069-3076.


Purchase Url


Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution 3.0 License.