The Mediating Role of eWOM in User Engagement and Purchase Intention Evidence from Young Consumers in Virtual Art Exhibitions

Qingying Jiang () and Mohd Noor Abdul Hamid
Additional contact information
Qingying Jiang: Universiti Utara Malaysia, School of Creative Industry Management & Performing Arts
Mohd Noor Abdul Hamid: Haikou College of Economics

A chapter in Proceedings of the 2025 5th International Conference on Informatization Economic Development and Management (IEDM 2025), 2025, pp 348-363 from Springer

Abstract: Abstract Social media plays a pivotal role in promoting virtual art exhibitions, particularly through electronic word-of-mouth (e-WOM), which significantly influences user engagement and online purchase intention. This study applies the Stimulus-Organism-Response (S-O-R) theory to explore the relationships among user engagement, e-WOM, and purchase intention in virtual art exhibitions. The results demonstrate that user engagement positively impacts purchase intention, with e-WOM mediating this relationship. Additionally, higher e-WOM fosters greater user engagement and enhances the perceived value of exhibited artworks. These findings highlight the critical role of e-WOM in driving user behavior and purchase decisions. This research provides valuable insights for exhibition managers and art marketers to optimize social media strategies, enhance exhibition influence, and attract young consumers. Future studies could extend this work by examining actual purchasing behavior and exploring cross-cultural generalizability.

Keywords: Virtual Art Exhibitions; Engagement; e-WOM; Young Consumers; Online Purchase Intention (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

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:spr:advbcp:978-94-6463-724-3_35

Ordering information: This item can be ordered from
http://www.springer.com/9789464637243

DOI: 10.2991/978-94-6463-724-3_35

Access Statistics for this chapter

More chapters in Advances in Economics, Business and Management Research from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().