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Investigating the Relationship of eWOM with Consumers’ Purchase Intentions: Moderating Role of Website Characteristics

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  • Zaman, Yaser

Abstract

The rapid advancement in internet technologies has led to a surge in electronic word-of-mouth (e-WOM) phenomena, particularly through online reviews. This study investigates the relationship between review characteristics and consumer purchase intentions, with a specific focus on the moderating role of website characteristics. Data were collected from 240 respondents via a structured questionnaire and analyzed using regression techniques. Results reveal that information characteristics and reviewer characteristics significantly influence purchase intentions. Additionally, website characteristics moderate these relationships, enhancing or diminishing their effects. These findings underscore the importance of managing review and website attributes to influence consumer behavior. Implications for marketers and online retailers are discussed, highlighting strategies to optimize e-WOM and website design to drive purchase intentions.

Suggested Citation

  • Zaman, Yaser, 2025. "Investigating the Relationship of eWOM with Consumers’ Purchase Intentions: Moderating Role of Website Characteristics," MPRA Paper 123193, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:123193
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    References listed on IDEAS

    as
    1. Yubo Chen & Jinhong Xie, 2008. "Online Consumer Review: Word-of-Mouth as a New Element of Marketing Communication Mix," Management Science, INFORMS, vol. 54(3), pages 477-491, March.
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    More about this item

    Keywords

    eWOM; Review Characteristics; Website Characteristics; Purchase Intentions; Online Retailing;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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