The influence of electronic word-of-mouth in social media on consumers' purchase intention / Noor Aishah Noorzali

• Main Author: Noorzali, Noor Aishah
• Format: Student Project
• Language: English
• Published: 2017
• Subjects: Social aspects. Social marketing; Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
• Online Access: https://ir.uitm.edu.my/id/eprint/90166/2/90166.pdf; https://ir.uitm.edu.my/id/eprint/90166/

The purpose of the study is to know the influence of electronic Word-of-Mouth (e-WOM) in social media towards consumers' purchase intentions. This research achieves the objective by using a multiple regression analysis. The sampling method is by distributing 1 10 sets of questionnaires to MCMC staffs. The best way to approach a respondent is by using a simple random sampling (SRS) method in order to make a data collection. Based on previous study, researcher highlighted to explore about the influence of electronic Word-of-Mouth (e-WOM) between familiar people on social media or anonymous people on other online platforms. This study is more focus on to know the factor that may influence consumers' purchase intention through a medium of electronic word-of-mouth. Consumer are behaving differently and have a different opinion about the product or services. This research encouraging people to understand that word of mouth was already evolve since decades ago. Since now people are living in a technology or digital surrounding, social media became a medium for consumers to get a knowledge about a product before they make a decision to purchase it. They may get many information from various people for pre-purchase precaution. The opinion that given in a social media will influence them to decide wisely. There are three independent variables that has been measure either they have significantly relationship with the dependent variables. The results show that, only information quality has positively influence on consumers' purchase intention. Meanwhile, another two independent variables which are needs of information and attitudes towards information have negative relationship with the consumers' purchase intention.