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The impact of trust and electronic word-of-mouth reviews on purchasing intention

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  • Joana Torres
  • Pedro Torres
  • Mário Augusto

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.

Suggested Citation

  • Joana Torres & Pedro Torres & Mário Augusto, 2019. "The impact of trust and electronic word-of-mouth reviews on purchasing intention," International Journal of Entrepreneurship and Small Business, Inderscience Enterprises Ltd, vol. 37(1), pages 136-151.
    • Handle: RePEc:ids:ijesbu:v:37:y:2019:i:1:p:136-151
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    Cited by:

    1. Saubhagya Bhalla, 2023. "Motivations and Constraints of Collaborative Consumption, Testing the Mediating Role of Attitude and nature of Trust," Vision, , vol. 27(2), pages 189-201, April.

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