A research on the impact of EWOM source credibility and personal innovativeness

Abstract

Purpose - The aim of this study is to determine the relationship between eWOM credibility, which consisted of expertness, trustworthiness, objectivity and homophily, and perceived customer risk during the purchase process. Moreover, in order to get an indication of customer behavior, the effect of personal innovativeness and customer perceived risk on online shopping intention has been investigated. Turkish customers’ concern about online purchasing and their risk perception level enhances the importance of the research while there isn’t any research observed in this area before. Methodology - Data is gathered by survey as a quantitative method. Population of the research contains individuals that buy goods and services online in Turkey. Convenience sampling is used and the sample size is 280. Analysis methods used in this research are descriptive statistics, exploratory factor analysis and structural equation model test. Findings- Results of current survey indicate that, personal innovativeness has a positive effect on online purchase intention, however, risk perception affects it negatively. Furthermore, eWOM and personal innovativeness reduces customer perceived risk. Conclusion- Although many factors affect online purchase intention, personal innovativeness, eWOM credibility and customer perceived risk are among the most important factors. The results of current study clearly support all hypotheses. Developing tools to make online purchase more secure and creating a positive eWom among customers decrease customers’ perceived risk and increase online buying intention among Turkish customers.