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

Abhishekh Singh

Diplomová práce

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

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 3. 4. 2023

Obhajoba závěrečné práce

• Obhajoba proběhla 30. 5. 2023
• Vedoucí: Ing. Tereza Balcarová, Ph.D.
• Oponent: Jitka Pokorná, externi

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Magisterský studijní program:
Business Administration