Designing and presenting electronic word of mouth (eWOM) model with Interpretive structural modeling (ISM) approach

Document Type : Original Article

Authors

1 PhD student, Faculty of Humanities, Department of Business Management, Payame Noor University, Tehran, Iran

2 Assistant professor, Faculty of Humanities, Department of Business Management, Payame Noor University, Tehran, Iran.

3 Assistant professor, Faculty of Humanities, Department of Business Management, Payame Noor University, Tehran, Iran

Abstract

The effect of electronic word of mouth (eWOM) on consumers’ electronic purchase intentions is an important subject. However, the emergence of social media and shopping websites have brought a new perspective to eWOM through enabling users to communicate with different networks on the Internet. On social media and shopping websites, users can exchange their opinions and experiences about products or services with different people by their comments. This new way of eWOM has the potential for greater impact on consumers.The aim of this research is to present factors which affect customers’ electronic purchase intentions through electronic word of mouth. To do so we first investigate different factors which may affect from previous studies and then by using different qualitative approaches like Delphi and ISM through our expert team, we decrease and grouping and naming the factors, then finalizing the relations between factors The results have highlighted that quality, usefulness, needs of information, attitude towards information, credibility of information and information acceptance are the main factors which affect eWOM which influence consumers’ electronic purchase intentions. Theoretical and practical implications are discussed as well as recommendations for further research.

Keywords

Journal of Business Management Perspective
Volume 17, Issue 35 - Serial Number 35
November 2018
Pages 95-117

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