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The influence of eWOM information structures on consumers’ purchase intentions

Author

Listed:
  • Liang Xiao

    (Zhejiang Gongshang University
    Zhejiang Gongshang University)

  • Linyong Luo

    (Zhejiang Gongshang University)

  • Tongping Ke

    (Zhejiang Gongshang University)

Abstract

Generation Z consumers are characterized by social networking and instant decision-making. The influence of different forms of electronic word of mouth (eWOM) on the consumption decisions of generation Z consumers is quite different. Based on information adoption model (IAM) and information transmission theory, the paper established the influence mechanism model of eWOM information structures on generation Z consumers’ purchase intentions. A total of 815 valid questionnaires were collected for empirical test through a 2*2*2 between-subject situational experiment. The empirical results reveal that eWOM information structures influence generation Z consumers’ purchase intentions through user perception. Among them, the eWOM information of diversified form, composite type, and hybrid type structure has a higher effect on perception credibility and usefulness than the eWOM information of single form, one-way type, and single type structure. Consumers’ professional ability plays a partial role in moderating the influence of eWOM information structure on user perception.

Suggested Citation

  • Liang Xiao & Linyong Luo & Tongping Ke, 2024. "The influence of eWOM information structures on consumers’ purchase intentions," Electronic Commerce Research, Springer, vol. 24(3), pages 1713-1735, September.
    • Handle: RePEc:spr:elcore:v:24:y:2024:i:3:d:10.1007_s10660-022-09576-2
    DOI: 10.1007/s10660-022-09576-2
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