Journal of Jiangxi University of Finance and Economics ›› 2015, Vol. 0 ›› Issue (06): 424-.
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WANG Ke-xi
Published:
Abstract: At present, the impact of electronic word-of-mouth (e-WOM) on consumers’ purchase decisions has become a hot topic in the field of electronic commerce. The information of e-WOM can effectively reveal consumers’ psychology. This paper firstly introduces e-WOM credibility and constructs a model of consumers’ purchase decisions impacted by B2C platform e-WOM from such five dimensions as volume, dispersion, grading, property and content. Then it makes an in-depth analysis of the e-WOM effect on B2C platform and the impact of e-WOM on consumers’ purchase decisions. The results indicate that the above five elements are significantly and positively correlated with the e-WOM credibility. However, the property of e-WOM has no significant impact on the credibility and consumers’ purchase decisions. The e-WOM credibility plays a partial mediator role between the e-WOM elements and the consumers’ purchase decisions.
Key words: electric word-of-mouth (e-WOM); e-WOM elements; e-WOM credibility; purchase decision
WANG Ke-xi. A Study of the Impact of Electric Word-of-Mouth and Its Credibility on Consumers’ Purchase Decisions[J]. Journal of Jiangxi University of Finance and Economics, 2015, 0(06): 424-.
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