The influence of eWOM information structures on consumers’ purchase intentions

Liang Xiao, Linyong Luo and Tongping Ke ()
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Liang Xiao: Zhejiang Gongshang University
Linyong Luo: Zhejiang Gongshang University
Tongping Ke: Zhejiang Gongshang University

Electronic Commerce Research, 2024, vol. 24, issue 3, No 9, 1713-1735

Abstract: Abstract Generation Z consumers are characterized by social networking and instant decision-making. The influence of different forms of electronic word of mouth (eWOM) on the consumption decisions of generation Z consumers is quite different. Based on information adoption model (IAM) and information transmission theory, the paper established the influence mechanism model of eWOM information structures on generation Z consumers’ purchase intentions. A total of 815 valid questionnaires were collected for empirical test through a 2*2*2 between-subject situational experiment. The empirical results reveal that eWOM information structures influence generation Z consumers’ purchase intentions through user perception. Among them, the eWOM information of diversified form, composite type, and hybrid type structure has a higher effect on perception credibility and usefulness than the eWOM information of single form, one-way type, and single type structure. Consumers’ professional ability plays a partial role in moderating the influence of eWOM information structure on user perception.

Keywords: eWOM information structure; Pictorial and verbal structure; Polarity structure; Semantic structure; Consumers' professional ability (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1007/s10660-022-09576-2

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