The Influence of E-Word of Mouth on Online Consumer Purchase Intention

Abhishekh Singh

Master's thesis

Abstract:

Many academics have been concentrating their attention on the relationship between electronic word of mouth (Electronic Word-of-Mouth) and the intention of consumers to make purchases online. The purpose of this study was to get an understanding of the impact that Electronic Word-of-Mouth has on the online purchasing intentions of customers, as well as the impact that Electronic Word-of-Mouth has on online customer confidence and the impact that online customer confidence has on online purchasing intentions of customers. The research that was done in the field was used to build a conceptual model, and then hypotheses were derived from that model. The hypotheses were examined by employing a survey approach that was designed in the form of a questionnaire. The attitude statements were used to evaluate the various ideas that were under consideration. Respondents were selected at random from a suitable sample of 288 students enrolled in the Czech University of Life Sciences in Prague. A statistical software tool called IBM SPSS 24 was used to do an analysis of the data that was obtained. According to the findings, online customer confidence serves as a mediator in the relationship between Electronic Word-of-Mouth and the intention of consumers to make online purchases

Keywords

Electronic Word-of-Mouth, Consumer Behaviour, Online Shopping

Language used: English

Date on which the thesis was submitted / produced: 3. 4. 2023

Thesis defence

• Date of defence: 30. 5. 2023
• Supervisor: Ing. Tereza Balcarová, Ph.D.
• Reader: Jitka Pokorná, externi

Czech University of Life Sciences Prague

Faculty of Economics and Management

Master programme:
Business Administration