Journal of Fundamental and Applied Sciences Research Article

Special Issue
ISSN 1112-9867

Available online at http://www.jfas.info

ELECTRONIC WORD OF MOUTH INFLUENCE ON CONSUMER PURCHASE

INTENTION

P. Yu. Michelle

College Instructor, Surigao Del Sur State University

Published online: 24 February 2018

ABSTRACT
Several factors apt to influence consumers on buying a product or service. But with the
emerging e-marketing experiences and e-strategies of organizations, consumers inclined on
electronic word of mouth which was more convenient due to its promptness and accessibility.
This type of e-marketing affects consumer on its purchase intention of product or service.
Purchasing experiences were found online and the consumers will be able to access at their
own pace which would help them in buying decision. The study focused on the six factors:
consumer reviews, characteristics of the reviewer, characteristics of the website presented the
reviews, interpersonal influence, product review characteristics and environment influence
and how these factors influence the buying decisions of consumers. A quantitative study and
questionnaire was used to collect data. The data was collected from three hundred thirty seven
college students of Surigao del Sur State University. Results revealed that there was an
affirmative impact of the factors of electronic word of mouth on consumer purchase intention.
Furthermore, consumer reviews was the most dominant factor that influence consumer
purchase intention. This paper is expedient for marketers in creating effective promotional
strategies which will lead to their greater sales and ultimately greater profits. In the innovative
Internet era, consumers are more active and have the capability to direct business
organizations to the market. The study comprises valuable data to appreciate consumers’’
behavior in online platforms which could be beneficial in e-marketing strategies
Keywords: Electronic word of mouth, Purchase intention, Consumer

Author Correspondence, e-mail: [email protected]

doi: http://dx.doi.org/10.4314/jfas.v10i3s.11

Journal of Fundamental and Applied Sciences is licensed under a Creative Commons Attribution-NonCommercial 4.0
International License. Libraries Resource Directory. We are listed under Research Associations category.
P. Yu. Michelle et al. J Fundam Appl Sci. 2018, 10(3S), 126-141 127

INTRODUCTION
Electronic word of mouth (eWOM) is one of the comprehensive e-marketing strategy which
transfer new ideas up to one’s ears in numerous means such as; discussions, influential
stories, interchanges, and common involvements of products and services through the use of
electronic devices. These electronic devices such as radio, television, computer sets,
cellphones, tablets and etc., opened the means of spreading the knowledge and information
through social media sites and websites and its influence remained in anticipation of learning
another story of experience, hence, electronic word of mouth helps consumers to identify
about what is new, top and what is modern and is rightful to purchase a certain product or
service.
Word of mouth is an imperative foundation of information to consumers. Literature in
marketing has defined word of mouth, or "between –customer communication" as a credible
driver of consumer decision making (Chevalier and Maysilin, 2004,).
Its counterpart in the cyberspace known as eWOM that applied on person-to-person
exchanges that occurred on the internet. Electronic word of mouth could be positive or
negative. The consumers who were contented will continue acquiring the product, and
informing other consumers about these particular worthy products, while consumers who
were not pleased will evoke only weaknesses of the product and they will convey to others
about these downsides (Richins, 2009).
At hand is an extensive body of literature of marketing, which discussed the word of
mouth as an operative marketing tool. (Sernovitz, et. al. 2009) Authors stressed out that
individuals love to talk about products they have purchased, and services they have used,
likewise they converse about the manufacturer of these products, and the supplier of
these services.
Similarly, some people were delighted, because of the purchase of a particular product,
conversely, some of them offer recommendations to others not to even think of purchasing a
product. To that point, the electronic word of mouth marketing is approximately making that
honest, direct, open and virtuous discussions. Other researchers have deliberated word of
mouth as a strategic accomplishment for organizations (Lake, 2009).
There are many factors of eWOM that can influence the purchase decision and have been
studied previously; however, only the following factors are considered in this study:
consumer reviews, characteristics of the reviewer, characteristics of the website presented the
reviews, interpersonal influence, product review characteristics and environment influence.
P. Yu. Michelle et al. J Fundam Appl Sci. 2018, 10(3S), 126-141 128

The study is anchored on the different researches and studies related to the factors focused.
There were prior studies settled that consumers accredit more importance to approvals
by fellow consumers than to endorsements by professional reviewers. According to these
studies, consumers identify fellow consumers’ opinions to be less biased. They likewise
discover fellow consumers’ involvements easier to recount to (Bickart and Schindler,
2001). Similarly, several experiential studies (Dellarocas et al., 2006; Houser and Wooders,
2006; Menlik and Alm, 2002) demonstrate that buyers extremely contemplate online
criticisms when making purchasing decisions.
Additionally, Goldenberg, et. al. (2001) revealed a consumer’s decision-making process is
strongly influenced by eWOM. On the other hand, some earlier studies conveyed that online
user generated reviews are alleged as having inferior reliability than traditional WOM
due to lack of base indications on the Internet (Smith et al.,2005). For this cause, the
influence of online consumer reviews require more assessments in diverse circumstances.
Electronic word of mouth plays vital part in influencing consumers in positive or
negative ways. (Almana, 2013) detailed that online remarks and criticisms are essential
factors in creating purchase decision. The ratings and characteristics of reviews are
important factors which influence to consumers’ purchase decision. Consumers are
progressively using social media channel in their purchase decisions. (Meuter, McCabe, &
Curran, 2013) discovered the influence of interpersonal word of mouth and various
form of electronic word of mouth.
Word of mouth is believed to have more influence on behavioral intentions, trust in
WOM and attitude toward business compared to all electronic word mouth channels.
Electronic word of mouth on independent source such as Facebook was found more
influential compared to company controlled sources of electronic word of mouth such
as customer testimonials on a firm website.(Nasirrudin and Hashim, 2015)
The extensive distribution of eWOM communications and the extraordinary level of
recognition by consumers recommend that eWOM utilizes substantial influence on consumer
buying and communication behavior, and, accordingly, on the achievement of products sale in
the market (Sussman and Siegal, 2003).
In China, this is a vast transformation about internet shopping in the minds of their
customers, hence, online firms should think about eWOM intensely to generate the profit in
this new era (Wang, et.al., 2011).. Customer-to-customer know-how exchange, a specific
form of eWOM, has a direct relationship with dependability intents, as well as an indirect
relationship facilitated through the general value of the firm's offering. (Gruen, et.al. 2006). In
P. Yu. Michelle et al. J Fundam Appl Sci. 2018, 10(3S), 126-141 129

addition, as the market of Internet shopping growing up recently, eWOM takes a much more
important role around the value chain of China’s Internet shopping. (Wang, et.al, 2011).
Overall, consumers discover it essential to get the opinions of others while (or before) making
purchase decisions. They converse and deliberate their purchase intentions with family
members, relatives, friends, and on the Internet (Wang, et.al. 2011).
As a result, receivers are most likely influenced in their decision-making because they
cooperate and connect with others. There are also research activities that investigated this
process of interpersonal influence in the traditional context address, among other things,
reference group influence (Bearden, et.al., 1989) and the effects of eWOM (Brown, et.al.,
1987).
EWOM has been established to be an effective marketing tool by researchers (Bickart and
Schindler, 2001; Kumar and Benbasat, 2006; Zhang et al., 2010). The Internet offers
numerous applicable platforms for eWOM such as shopping websites, discussion forums,
consumer review websites, blogs and recently social media websites (Cheung and Thadani,
2012).
Beforehand, the effects of eWOM on shopping websites (Li and Zhan, 2011; Park et al.,
2007), discussion forums (Chiou and Cheng, 2003; Huang and Chen, 2006), consumer review
websites (Cheung et al., 2008; Gauri et al., 2008) blogs (Chu and Kamal, 2008; Lin et al.,
2012), have been studied by researchers. Also, these media have been associated in terms of
their impacts on consumers’ purchase intentions (Lee and Youn, 2009). Moreover, factors of
eWOM concentrated on this study was provided not as much of attention.
This study will focus on the degree of influence of the six factors of electronic word of mouth
in guiding the purchase intention of Surigao del Sur State University college students on
purchasing products or services.

RESULTS AND DISCUSSION

The results provide information regarding the respondents’ degree of consumers purchase
intention influenced by eWOM factors: consumer reviews, characteristics of the reviewer,
characteristics of the website presented the reviews, interpersonal influence, product review
characteristics and environment influence.
P. Yu. Michelle et al. J Fundam Appl Sci. 2018, 10(3S), 126-141 130

Table 1. Gender of the Respondents

Category FREQUENC PERCENTAG

Y E

Male 83 25%

Female 254 75%

Total 337 100%

Table 1 showed that out of 337 respondents, 83 were male students and 254 were female
students. Among the college students, most enrolled were female.

Table 2 showed that the ages ranging from 21-30 years has the least number of respondents
and the youngest range of below 20 years old has the most number of respondents. Usually,
the students in college range from the youngest range because individuals who went to first
year in college started with 16-17 years of age and least were those who went to college at the
middle age because at that point, mostly, they have already finished their college degrees.
P. Yu. Michelle et al. J Fundam Appl Sci. 2018, 10(3S), 126-141 131

Table 2. Age of the Respondents

RANGE FREQUENCY PERCENTAGE

Below 20 229 68%

years

21-30 years 108 32%

Total 337 100%

Table 3 revealed that majority of the respondents were single because at an early age, in their
culture, they were encouraged by their families to finish first their studies before getting
married to give more emphasis and concentration with their ambitions in life in the future.

Table 3. Marital Status

CATEGORY FREQUENCY PERCENTAGE

Single 331 98%

Married 6 2%

Total 337 100%

Table 4 showed the respondents’ consumer purchase intention were influenced by eWom
consumer reviews factors. They settled that reviews presented were helpful for their buying
decision making and were considered all the time. In entirety, indicators in the consumer
review factors were well-thought-out all the time.
P. Yu. Michelle et al. J Fundam Appl Sci. 2018, 10(3S), 126-141 132

Table 4. Consumer Reviews Factor

Indicator weighted Interpretation

mean

1. The reviews
presented on the
website are 3.36 all the time
helpful for my
decision
making.
2. The
consistency of 3.15 most of the
reviews time
presented on the
website affect
my purchase
decision.
3. The positive
reviews of the 3.48 all the time
product make
me confident in
purchasing the
product.
4. Negative
reviews affect 3.23 most of the
my purchasing time
decision.
5. The recency
of the review is 3.29 all the time
important to me.
6. High ratings
of the product 3.34 all the time
P. Yu. Michelle et al. J Fundam Appl Sci. 2018, 10(3S), 126-141 133

affect my
decision.
7. I worry if I
don’t read the 3.27 all the time
reviews before
buying a
product online.
FACTOR 3.30 all the time
AVERAGE

Table 5 revealed the degree of the characteristics of the reviewer influence the purchase
intention of the consumers. It exhibited that the rating of usefulness of the review was
considered most of the time but the reviewers gender was sometimes considered in the buying
decision of the consumer.

Table 5. Characteristics of the Reviewer Factor

Indicator weighted Interpretation
mean
1. Other
reviewers’ rating 3.20 most of the
of usefulness of time
the review
affects my
purchase
decision.
2. The nick
name or the real 2.65 most of the
name of the time
reviewers affects
my buying
decision.
3. The
reviewer’s age 2.58 most of the
P. Yu. Michelle et al. J Fundam Appl Sci. 2018, 10(3S), 126-141 134

affects my time
buying decision.
4. The
reviewer’s 2.79 most of the
residence or time
location affect
my purchase
decision.
5. The
reviewer’s 2.43 sometimes
gender affects considered
my buying
decision.
FACTOR 2.73 most of the
AVERAGE time

Results also discovered the influence of characteristics of the website presented the reviews
affects the purchase intention of the consumers. It disclosed that the popularity of the website
that present the reviews was taken most of the time in purchasing decision but even though
the internationality of the website that present the reviews was reflected as well thought of
most of the time, yet it gathered the least consideration among the indicators of this particular
factor of eWOM.
Additionally, the product review characteristics factor influenced consumers most of the time
on their purchase intention. They were specific on the spelling and grammar mistakes on
product reviews which affects their decision all the time. In contrary, independent blogs on
product reviews was never considered at all before buying a product or service.
P. Yu. Michelle et al. J Fundam Appl Sci. 2018, 10(3S), 126-141 135

Table 6. Environment Influence Factor

weighted interpretation
Indicator mean

1. Product 3.16 most of the

Reviews on time
Facebook affects
my purchasing
decisions.

2. Product 3.09 most of the

Reviews on time
shopping sites
affects my
purchasing
decisions.

3. Product 2.82 most of the

Reviews on time
instagram affects
my purchasing
decisions.

4. Product 2.93 most of the

Reviews on time
forums affects
my purchasing
decisions.

5. I am not 2.79 most of the

particular with time
the social media
P. Yu. Michelle et al. J Fundam Appl Sci. 2018, 10(3S), 126-141 136

sites where the

reviews are
presented.

FACTOR 2.96 most of the

AVERAGE time

Furthermore, table 6 results revealed the environment influence factor and it influence
consumers most of the time. Respondents deliberated that product reviews on Facebook
affects them most of the time. But yet, they reflected that they were precise on what social
media sites the reviews are presented.
Table 7 indicated how interpersonal influence affects the consumer purchase intention. It
specified that consumers feel more comfortable all the time on buying something when they
learned other’s judgement on it over the internet. Likewise, seeking advice from their friends
regarding online purchase was reflected all the time.

Table 7. Interpersonal Influence

Indicator weighted Interpretation

mean

1. I tend to seek 3.39 all the time

advice of my
friends regarding
my online
purchase.

2. I feel more 3.42 all the time

comfortable
buying
something when
I have gotten
P. Yu. Michelle et al. J Fundam Appl Sci. 2018, 10(3S), 126-141 137

other people’s
opinions on it
over the internet.

3. My friends 2.97 most of the

think of me as a time
good online
source of
information
when it comes to
purchase
decisions.

4. My family 3.10 most of the

and relatives’ time
ideas are more
likely to be
asked by me
about
products/services
over the internet.

5. Over the 2.98 most of the

internet, I tend to time
influence
people’s
opinions about
some purchases.
P. Yu. Michelle et al. J Fundam Appl Sci. 2018, 10(3S), 126-141 138

FACTOR 3.17 most of the

AVERAGE time

Table 8 disclosed the degree of influence the factors of eWOM affects the purchase intention
of the consumers. Consumer reviews gathered the highest contemplation and carefully well
thought of all the time. On the other hand, the rest of the factors were pondered most of the
time before the buying decision.
The reviewer and product review characteristics garnered the least weighted mean but yet
acquired most of the time consideration. Commonly, grand mean illustrated that all of these
factors were considered most of the time by the college students of Surigao del Sur State
University on their purchase intention.

Table 8. Summary of the Degree of Influence of Factors

FACTOR weighted Interpretation
mean
1. Consumer 3.30 all the time
Reviews

2. Characteristics of 2.73 most of the

the Reviewer time
3. Characteristics of 3.07 most of the
the website time
presented the
reviews
4.Interpersonal 3.17 most of the
Influence time

5. Product Review 2.73 most of the

Characteristics time

6.Environment 2.96 most of the

Influence time
P. Yu. Michelle et al. J Fundam Appl Sci. 2018, 10(3S), 126-141 139

GRAND MEAN 2.99 most of the

time

CONCLUSIONS
With the rapid globalization and evolution of web nowadays, the importance of electronic
word of mouth in e-marketing known to be the online exchange of opinions and online
communication plays a vital role. This has become increasing source of information for
consumers to aid them in their purchasing intention thus, influence their buying decisions.
Business organizations should be aware of this occurrence because of its widespread and
effects. The study unveiled the consumers’’ behavior towards the factors of electronic word of
mouth, the order of consideration among these factors including how they were affected as to
their purchase intention and indeed, consumers most of the time considered the six factors
studied.

REFERENCES
Almana, A. M. (2013). The Impact of Electronic Word of Mouth on Consumers’ Purchasing
Decisions. International Journal of Computer Applications, 82(9), 23–31.
Bearden W. O., Netemeyer, R. G., & Teel, J. E. (1989), “Measurement of consumer
susceptibility to interpersonal influence”, Journal of Consumer Research, 15, 473–481.
Bearden, William O., Richard G. Netemeyer, and Jesse E. Teel (1989), "Measurement of
Consumer Susceptibility to Interpersonal Influence",Journal of Consumer Research, 15
(March), 473-481.
Bickart B, Schindler R.M. (2001). Internet Forums as Influential Sources of Consumer
Information. Journal of Interactive Marketing. 15(3), 31 –40.
Brown, Jacqueline Johnson and Peter H. Reingen. (1987) “Social Ties and Word-of-Mouth
Referral Behavior”, Journal of Consumer Research, 14 (December), 350–362.
Cheung, C. M. K., Lee, M. K. O. & Rabjohn, N. (2008). The impact of electronic word-of-
mouth. Internet Research, 18(3), 229.
Cheung, M., Luo, C., Sia, C. & Chen, H. (2009). Credibility of Electronic Word-of-Mouth:
Informational and Normative Determinants of On-line Consumer Recommendations.
International Journal of Electronic Commerce, 13(4), 9.
Chevalier, Judith and Mayzlin, Dina (2004). The Effects of Word of Mouth on Sales: online
Book Review.
P. Yu. Michelle et al. J Fundam Appl Sci. 2018, 10(3S), 126-141 140

Dellarocas, C., Awad, N. and Zhang X. (2006).Exploring the Value of Online Product
Gauri, D., Bhatnagar, A. & Rao, R. (2008). Role of Word of Mouth in Online Store Loyalty.
Association for Computing Machinery. Communications of the ACM, 51(3), 89.
Goldenberg, J., Libai, B. and Muller, E., (2001).Talk of the Network: a Complex Systems
Look at the Underlying Process of Word-of-Mouth. Marketing Letters.12 (3), 211–223.
Gruen TW, Osmonbekov T, Czaplewski AJ (2006), “eWOM: the impact of customer-
tocustomer online know-how exchange on customer value and loyalty”, Journal of Business
Research, 59(4), 49–56.
Houser D. and Wooders J. (2006).Reputation in Auctions: Theory and Evidence from eBay.
Journal of Economics andManagement Strategy.15, 353-369
https://www.researchgate.net/publication/220007634_The_Impact_of_Word_of_Mouth_WO
M_On_the_Purchasing_Decision_of_the_Jordanian_Consumer [accessed May 15, 2017].
Huang, J.-H. & Chen, Y.-F. (2006). Herding in online product choice. Psychology &
Marketing, 23(5), 413.
Kumar, N. & Benbasat, I. (2006). Research Note: The Influence of Recommendations and
Consumer Reviews on Evaluations of Websites. Information Systems Research, 17, 425 -
439.
Lake, Laura (2009). Why Word – of- Mouth Marketing?
Lee, M. & Youn, S. (2009). Electronic word of mouth (eWOM): How eWOM platforms
influence consumer product judgement. International Journal of Advertising 28(3), 473.
Li, X. & Hitt, L. (2008). Self-Selection and Information Role of Online Product Reviews.
Information Systems Research, 19(4), 456.
Melnik M. and Alm J. (2006).Does a Seller's Reputation Matter? Evidence From Ebay
Auctions. Journal of Industrial Economics. 50 (3), 337-350.
Meuter, M. L., McCabe, D. B., & Curran, J. M. (2013). Electronic Word-of-Mouth Versus
Interpersonal Word-of-Mouth: Are All Forms of Word-of-Mouth Equally Influential?
Services Marketing Quarterly, 34, 240–256.
Nasiruddin, K. and Hashim, H. (2015) The Impact of Word of Mouth (WOM) On the
Purchasing Decision of the Jordanian Consumer Journal of Global Business and Social
Entrepreneurship (GBSE), 1(1), 85–93.
Park, D.H., Lee, J. & Han, I. (2007). The Effect of On-Line Consumer Reviews on Consumer
Purchasing Intention: The Moderating Role of Involvement. International Journal of
Electronic Commerce, 11(4), 125-148.
P. Yu. Michelle et al. J Fundam Appl Sci. 2018, 10(3S), 126-141 141

Richins, Marsha (2009). Negative Word –of- Mouth by Dissatisfied Consumers, published by
American marketing association, accessed May 15, 2017.
Sernovitz, Andy et al. (2009). Word of Mouth Marketing: How Smart Companies Get People
Talking, U.S.A.: Library of congress.
Smith, D., Menon,S. and Sivakumar, K., (2005). Online peer and editorial recommendations,
trust, and choice in virtual markets. Journal of Interactive Marketing. 19 (3), 15–37.
Sussman, S. and Siegal, W. (2003), “Informational Influence in Organizations: An Integrated
Approach to Knowledge Adoption”, Information systems research, 14, 47-65.
Wang, Y., Park C., Yao, Y., and Kang Y. (2011), “Factors Influencing eWOM Effects: Using
Experience, Credibility, and Susceptibility”, International Journal of Social Science and
Humanity, 1(1), 23-24.
Zhang, J. Q., Craciuna, G. & Shin, D. (2010). When does electronic word-of-mouth matter? A
study of consumer product reviews. Journal of Business Research, In press.

How to cite this article:

Michelle P Yu. Electronic word of mouth influence on consumer purchase intention. J.
Fundam. Appl. Sci., 2018, 10(3S), 126-141.