To read this content please select one of the options below:

Factors affecting eWOM credibility, information adoption and purchase intention on Generation Y: a case from Thailand

Ahmad Daowd (Coventry University Business School, Coventry, UK)
Ruaa Hasan (Brunel Business School, Brunel University, London, UK)
Tillal Eldabi (Department of Business Transformation, University of Surrey, Guildford, UK)
Piyya Muhammad Rafi-ul-Shan (School of Strategy and Leadership, Coventry University, Coventry, UK)
Dongmei Cao (Faculty of Business and Law, Coventry University Business School, Coventry, UK)
Naphat Kasemsarn (Brunel Business School, Brunel University, London, UK)

Journal of Enterprise Information Management

ISSN: 1741-0398

Article publication date: 20 June 2020

Issue publication date: 12 April 2021

3046

Abstract

Purpose

With the ever-expanding online shopping, electronic word-of-mouth (eWOM) has become a significant factor affecting the consumer decision-making behaviour. This is specially the case when considering Generation Y (Millennials), who are old enough to be independent buyers and young to be almost immersed in online living. This article aims to assess the impact of eWOM on purchase intention by developing a conceptual model of hypotheses encompassing a multitude of factors that may be associated with this relationship.

Design/methodology/approach

The researcher investigates what factors impact eWOM credibility and make the consumer may adopt it when making a purchase. To examine our research model, a quantitative approach is employed for this purpose using a sample through online survey from Thailand – where there is a large number portion Generation Y consumer base.

Findings

It was found that source style as a visual attribute information is the most significant factor that may impact eWOM credibility in addition to source credibility, argument quality and source homophily, respectively.

Practical implications

From a practical point of view, it helps firms to understand what needs to be taken into consideration when building their marketing strategy.

Originality/value

This is believed to add significant insights into the eWOM literature by identifying its route of impact toward the purchase intention on Generation Y.

Keywords

Citation

Daowd, A., Hasan, R., Eldabi, T., Rafi-ul-Shan, P.M., Cao, D. and Kasemsarn, N. (2021), "Factors affecting eWOM credibility, information adoption and purchase intention on Generation Y: a case from Thailand", Journal of Enterprise Information Management, Vol. 34 No. 3, pp. 838-859. https://doi.org/10.1108/JEIM-04-2019-0118

Publisher

:

Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

Related articles