The impact of trust and electronic word-of-mouth reviews on purchasing intention

Joana Torres, Pedro Torres and Mário Augusto

International Journal of Entrepreneurship and Small Business, 2019, vol. 37, issue 1, 136-151

Abstract: This paper analyses the causal relationships among trust, general attitude toward electronic word-of-mouth reviews, electronic word-of-mouth review rank, and purchase intention. A conceptual model was tested using a sample of 201 social-network-site users and an application of structural equation modelling was also applied. The main findings show that: 1) trust and general attitude toward electronic word-of-mouth reviews have a significant impact on both purchase intention and on electronic word-of-mouth review rank; 2) trust does not have a significant effect on electronic word-of-mouth review attitude; 3) electronic word-of-mouth review rank does not have a significant influence on purchase intention. Thus, marketing managers should focus on building trust and promoting a positive general attitude toward electronic word-of-mouth reviews in order to increase purchase intention.

Keywords: e-WOM; general attitude toward electronic word-of-mouth reviews; electronic word-of-mouth review rank; trust; purchase intention; digital marketing. (search for similar items in EconPapers)
Date: 2019
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://www.inderscience.com/link.php?id=99884 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijesbu:v:37:y:2019:i:1:p:136-151

Access Statistics for this article

More articles in International Journal of Entrepreneurship and Small Business from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().