The effects of positive electronic word-of-mouth on purchase intention of Malaysian consumers
The main objective of this research is to investigate the effects of positive electronic word-of-mouth towards online purchase intention of customers in Malaysia. The aggressive promotional activities in social media platforms by the product marketers put the customers in a dilemma while purchasin...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Mac Arts & Communication
2023
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| Subjects: | |
| Online Access: | http://irep.iium.edu.my/108127/7/108127_The%20effects%20of%20positive%20electronic%20word-of-mouth.pdf http://irep.iium.edu.my/108127/ https://www.ijirp.com/ https://doi.org/10.51430/IJIRP.2023.38.003 |
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| Institution: | Universiti Islam Antarabangsa Malaysia |
| Language: | English |
| Summary: | The main objective of this research is to investigate the effects of positive electronic word-of-mouth
towards online purchase intention of customers in Malaysia. The aggressive promotional activities in
social media platforms by the product marketers put the customers in a dilemma while purchasing products
online. A quantitative research design has been adopted to conduct this study by investigating 428
valid responses collected from survey. The respondents were selected conveniently from Malaysia who
visit online shopping platforms like Lazada, Shopee, Amazon and 11 Street. IBM SPSS (version 25)
and SmartPLS (version 4) statistical programs have been used to analyse the data and validate the proposed
hypotheses. This study finds that electronic word-of-mouth is a significant predictor for customers’
online purchase intension. The outcome from this research has contributed to new practical insights.
The study concludes that online product marketers need to strategies their promotions by enabling favourable
electronic word-of-mouth from contented customers via social media channels and dedicated
customer review sections through their platforms. |
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