The impact of E-WOM aspects on consumer purchase intentions

• Autorzy: Matiukaite Kamile , Sciukauske Indre , Usas Antanas

Identyfikatory

DOI

10.17512/pjms.2024.30.2.10

Warianty tytułu

PL

Wpływ aspektów E-WOM na intencje zakupowe konsumentów

• Języki publikacji: EN

Abstrakty

EN

The article examines the influence of Electronic Word of Mouth (E-WOM) on consumer purchase intentions by analysing key motivational factors that drive users to engage in E-WOM behaviour. The purpose of this study is to evaluate the impact of E-WOM (Electronic Word of Mouth) aspects and motivational factors on consumer purchase intentions. A novel aspect of this research is its exploration of the indirect effects of E-WOM motivational factors on consumer purchase intent, providing insights into how social media influences brand perception and decision-making. Using a theoretical framework based on prior research, the study identifies critical E-WOM aspects such as message quality, quantity, and credibility, alongside motivational factors like trust, normative influence, altruism, and emotional expression. The research investigates the direct and indirect relationships between E-WOM elements and consumer attitudes toward brands and purchase intentions. A quantitative survey targeting Facebook users was conducted to gather data. The findings reveal that E-WOM has a significant impact on brand perception and purchase decisions, with positive motivations like trust and altruism enhancing E-WOM's influence. However, the study also highlights potential challenges, such as the negative effects of economic incentives on E-WOM authenticity. This research contributes to understanding how digital communication shapes consumer behaviour and provides managerial insights for leveraging E-WOM in marketing strategies.

PL

Artykuł analizuje wpływ elektronicznego marketingu szeptanego (E-WOM) na intencje zakupowe konsumentów, badając kluczowe czynniki motywacyjne, które skłaniają użytkowników do angażowania się w działania związane z E-WOM. Celem badania jest ocena wpływu aspektów E-WOM oraz czynników motywacyjnych na intencje zakupowe konsumentów. Nowatorskim elementem tej analizy jest zbadanie pośredniego wpływu czynników motywacyjnych E-WOM na intencje zakupowe, co dostarcza wglądu w to, jak media społecznościowe kształtują postrzeganie marki oraz proces podejmowania decyzji zakupowych. W oparciu o teoretyczne ramy wynikające z wcześniejszych badań, zidentyfikowano kluczowe aspekty E-WOM, takie jak jakość, ilość i wiarygodność przekazu, a także czynniki motywacyjne, w tym zaufanie, wpływ normatywny, altruizm i wyrażanie emocji. Badanie analizuje bezpośrednie i pośrednie relacje między elementami E-WOM a postawami konsumentów wobec marek i ich intencjami zakupowymi. W celu zebrania danych przeprowadzono ilościową ankietę skierowaną do użytkowników Facebooka. Wyniki pokazują, że E-WOM wywiera istotny wpływ na postrzeganie marek i decyzje zakupowe, przy czym pozytywne motywacje, takie jak zaufanie i altruizm, wzmacniają jego oddziaływanie. Jednak badanie wskazuje również na potencjalne wyzwania, takie jak negatywne skutki zachęt ekonomicznych dla autentyczności E-WOM. Praca ta wnosi istotny wkład w zrozumienie, jak komunikacja cyfrowa kształtuje zachowania konsumentów, oraz dostarcza praktycznych wskazówek menedżerskich dotyczących wykorzystania E-WOM w strategiach marketingowych.

Słowa kluczowe

EN

E-WOM; consumer purchase intentions; motivation aspects

PL

E-WOM; intencje zakupowe konsumentów; aspekty motywacyjne

• Wydawca: Czestochowa University of Technology
• Czasopismo: Polish Journal of Management Studies
• Rocznik: 2024
• Tom: Vol. 30, No. 2
• Strony: 162--180
• Opis fizyczny: Bibliogr. 35 poz., tab.

Twórcy

autor

Matiukaite Kamile

• Vilnius University, Kaunas faculty, Lithuania

• https://orcid.org/0009-0001-2166-635X

autor

Sciukauske Indre

• Vilnius University, Kaunas faculty, Lithuania

• https://orcid.org/0000-0002-2003-4115

autor

Usas Antanas

• Vilnius University, Kaunas faculty, Lithuania

• https://orcid.org/0000-0001-9717-9112

Bibliografia

• 1.Ahmad, A., AlMallah, M. M. and AbedRabbo, M., (2022). Does eWOM influence entrepreneurial firms’ rate of diffusion of innovation? Journal of Research in Marketing and Entrepreneurship, 24(1), 92-111.
• 2.Al-Ja’afreh, A. L. I., Al-Adaileh, R. A. I. D., (2020). The impact of electronic word of mouth on consumers purchasing intention. Journal of Theoretical and Applied Information Technology, 98(02), 193-193.
• 3.Alrwashdeh, M., Emeagwali, O. and Aljuhmani, H., (2019). The effect of electronic word of mouth communication on purchase intention and brand image: An applicant smartphone brands in North Cyprus. Management Science Letters, 9(4), 505-518.
• 4.Badir, M., Andjarwati, A. L., (2020). The effect of e-WOM, ease of use, and trust on purchase decisions (Study on Tokopedia application users). Jurnal Minds: Manajemen Ide Dan Inspirasi, 7(1), 39-52.
• 5.Baharuddin, N. A., Yaacob, M., (2020). Dimensions of eWOM credibility on the online purchasing activities among consumers through social media. Jurnal Komunikasi: Malaysian Journal of Communication, 36(3), 335-352.
• 6.Bataineh, A. Q., (2015). The impact of perceived e-WOM on purchase intention: The mediating role of corporate image. International Journal of Marketing Studies, 7(1), 126.
• 7.Bulut, Z. A., Karabulut, A. N., (2018). Examining the role of two aspects of eWOM in online repurchase intention: An integrated trust-loyalty perspective. Journal of Consumer Behaviour, 17(4), 407-417.
• 8.Chetioui, Y., Butt, I. and Lebdaoui, H., (2021). Facebook advertising, eWOM and consumer purchase intention-Evidence from a collectivistic emerging market. Journal of Global Marketing, 34(3), 220-237.
• 9.Daowd, A., Hasan, R., Eldabi, T., Rafi-ul-Shan, P. M., Cao, D. and Kasemsarn, N., (2021). Factors affecting eWOM credibility, information adoption, and purchase intention on Generation Y: A case from Thailand. Journal of Enterprise Information Management, 34(3), 838-859.
• 10.DÜlek, B., Aydin, İ., (2020). Effect of social media marketing on e-WOM, brand loyalty, and purchase intent. Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 20, 271-288.
• 11.Evgeniy, Y., Lee, K. and Roh, T., (2019). The effect of eWOM on purchase intention for Korean-brand cars in Russia: The mediating role of brand image and perceived quality. Journal of Korea Trade, 23(5), 102-117.
• 12.Fafílek, M., Rybová, M. and Kramoliš, J., (2024). The Influence of Audio Marketing on Fashion Stores Among Generation Z: Case Study in the Highly Competitive Environment of the V4 Group. Journal of Competitiveness, 16(3), 122-136.
• 13.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.
• 14.Hamdani, N. A., Maulani, G. A. F., (2018). The influence of e-WOM on purchase intentions in the local culinary business sector. International Journal of Engineering and Technology, 7(2.29), 246.
• 15.Hayes, A. F., (2009). Beyond Baron and Kenny: Statistical mediation analysis in the new millennium. Communication Monographs, 76(4), 408-420.
• 16.Hennig-Thurau, T., Gwinner, K. P., Walsh, G. and Gremler, D. D., (2004). Electronic wordof-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38-52.
• 17.Hu, Y., Kim, H. J., (2018). Positive and negative eWOM motivations and hotel customers’ eWOM behavior: Does personality matter? International Journal of Hospitality Management, 75, 27-37.
• 18.Ismagilova, E., Rana, N. P., Slade, E. and Dwivedi, Y. K., (2020). A meta-analysis of the factors affecting eWOM providing behaviour. European Journal of Marketing, 55(4), 1067-1102.
• 19.Kovács, P., Bodnár, G. and Lengyel, I., (2023). Relationships between factors of regional competitiveness in Central and Eastern Europe. Journal of International Studies (2071-8330), 16(3).
• 20.Kunja, S. R., Gvrk, A., (2020). Examining the effect of eWOM on customer purchase intention through value co-creation (VCC) in social networking sites (SNSs): A study of select Facebook fan pages of smartphone brands in India. Management Research Review, 43(3), 245-269.
• 21.Lee, J. E., Goh, M. L. and Noor, M. N. B. M., (2019). Understanding purchase intention of university students towards skin care products. PSU Research Review, 3(3), 161-178.
• 22.Mishra, A., Satish, S. M., (2016). eWOM: Extant research review and future research avenues. The Journal for Decision Makers, 41(3), 222-233.
• 23.Muda, M., Hamzah, M. I., (2021). Should I suggest this YouTube clip? The impact of UGC source credibility on eWOM and purchase intention. Journal of Research in Interactive Marketing, 15(3), 441-459.
• 24.Naseri, R. N. N., Esa, M. M., Abas, N., Ahmad, N. Z. A., Azis, R. A. and Nordin, M. N. (2021). An overview of online purchase intention of halal cosmetic product: A perspective from Malaysia. Turkish Journal of Computer and Mathematics Education, 12(10), 7674-7681.
• 25.Ngarmwongnoi, C., Oliveira, J. S., AbedRabbo, M. and Mousavi, S., (2020). The implications of eWOM adoption on the customer journey. Journal of Consumer Marketing, 37(7), 749-759.
• 26.Peña-García, N., Gil-Saura, I., Rodríguez-Orejuela, A. and Siqueira-Junior, J. R., (2020). Purchase intention and purchase behavior online: A cross-cultural approach. Heliyon, 6(6).
• 27.Regmi, R. P., Waithaka, E., Paudyal, A., Simkhada, P. and Teijlingen, E., (2016). Guide to the design and application of online questionnaire surveys. Nepal Journal of Epidemiology, 6(4), 640-644.
• 28.Rosario, A. B., Valck, K. and Sotgiu, F., (2020). Conceptualizing the electronic word-ofmouth process: What we know and need to know about eWOM creation, exposure, and evaluation. Journal of the Academy of Marketing Science, 48(3), 422-448.
• 29.Sa’ait, N., Kanyan, A. and Nazrin, M. F., (2016). The effect of e-WOM on customer purchase intention. International Academic Research Journal of Social Science, 2(1), 73-80.
• 30.Sohaib, M., Akram, U., Hui, P., Rasool, H., Razzaq, Z. and Kaleem Khan, M., (2020). Electronic word-of-mouth generation and regulatory focus. Asia Pacific Journal of Marketing and Logistics, 32(1), 23-45.
• 31.Sulthana, A. N., Vasantha, S., (2019). Influence of electronic word of mouth eWOM on purchase intention. International Journal of Scientific and Technology Research, 8(10), 1-5.
• 32.Świadek, A., Gorączkowska, J., (2024). Evolution of the regional innovation system in terms of the Covid-19 pandemic, financial and economic crisis: The long term perspective from Central European region. Equilibrium. Quarterly Journal of Economics and Economic Policy, 19(3), 913-956.
• 33.Verma, D., Dewani, P. P., (2020). eWOM credibility: A comprehensive framework and literature review. Online Information Review, 45(3), 481-500.
• 34.Vidyanata, D., Sunaryo, S. and Hadiwidjojo, D., (2022). The role of brand attitude and brand credibility as a mediator of the celebrity endorsement strategy to generate purchase intention. Jurnal Aplikasi Manajemen, 16(3), 402-411.
• 35.Zhang, X., Wu, Y. and Wang, W., (2021). eWOM, what are we suspecting? Motivation, truthfulness or identity. Journal of Information, Communication and Ethics in Society, 19(1), 104-128.

Uwagi

Opracowanie rekordu ze środków MNiSW, umowa nr POPUL/SP/0154/2024/02 w ramach programu "Społeczna odpowiedzialność nauki II" - moduł: Popularyzacja nauki (2025).