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Management Science Letters

ISSN 1923-9343 (Online) - ISSN 1923-9335 (Print)
Quarterly Publication
Volume 4 Issue 11 pp. 2433-2440 , 2014

Investigating the effect of Electronic Word Of Mouth on customer’s purchase intention of digital products Pages 2433-2440 Right click to download the paper Download PDF

Authors: Shabnam Khosravani Zangeneh, Reza Mohammadkazemi, Mehran Rezvani

Keywords: Digital product, Product complexity, Purchasing intention, Word of mouth

Abstract: This paper presents an empirical investigation to examine the effect of electronic word of mouth (eWOM) on purchasing intention. The study also considers the effects of quality of eWOM, quantity of eWOM as well as reviewers’ expertise on purchasing intention. The study has accomplished among 384 people who have some experiences on buying digital devices from an Iranian well-known providers of electronic devices in city of Tehran, Iran. Using structural equation modeling, the study confirms the effects of eWOM on purchase intention. In addition, the study confirms the effects of quality of eWOM as well as reviewer’s expertise on purchase intention. Moreover, the study examines the effects of two moderator variables, brand image and product complexity, on purchase intention and while the effect of brand image on purchase intention is confirmed but the impact of complexity on purchase intention is not confirmed.

How to cite this paper
Zangeneh, S., Mohammadkazemi, R & Rezvani, M. (2014). Investigating the effect of Electronic Word Of Mouth on customer’s purchase intention of digital products.Management Science Letters , 4(11), 2433-2440.

Refrences
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Journal: Management Science Letters | Year: 2014 | Volume: 4 | Issue: 11 | Views: 12761 | Reviews: 0

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