An Empirical Analysis of Receiver's Psychological Characteristics in eWOM Engagement
Anshu Rani and
Shivaprasad H. N.
Additional contact information
Anshu Rani: REVA University, India
Shivaprasad H. N.: DVHIMSR, Dharwad, India
International Journal of Cyber Behavior, Psychology and Learning (IJCBPL), 2022, vol. 12, issue 1, 1-19
Abstract:
Customer engagement in e-commerce (CEE) is paramount to success and CEE can be achieved by engaging customers in eWOM. However, every customer perceives the eWOM message from their perspective. There is a limited number of studies conducted on Receiver’s characteristics of eWOM and hence, the purpose of this research is to analyse the different personal characteristics of the Receivers of eWOM and their influence on eWOM communication’s effectiveness. The quantitative research is carried out with the help of existing scales items from relevant literature. The final analysis included 503 responses. Further, EFA, CFA and Structural Equation Modelling techniques are used to determine the empirical relationships among variables. Five major characteristics of Receivers were identified to understand their relationship with purchase intention, attitude change and brand image. The paper found a significant relationship between hypothesized variables. This study will contribute to the likelihood of profiling receivers and significantly improve the impact of eWOM on e-engagement.
Date: 2022
References: Add references at CitEc
Citations:
Downloads: (external link)
http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/IJCBPL.298686 (application/pdf)
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:igg:jcbpl0:v:12:y:2022:i:1:p:1-19
Access Statistics for this article
International Journal of Cyber Behavior, Psychology and Learning (IJCBPL) is currently edited by Nadia Mansour Bouzaida
More articles in International Journal of Cyber Behavior, Psychology and Learning (IJCBPL) from IGI Global
Bibliographic data for series maintained by Journal Editor ().