Abstract
Electronic word of mouth (EWoM) is similar to the standard word of mouth- the only difference is, the use of Internet as a base in EWoM. By understanding the personality antecedents of EWoM, the consumer buyer beahviour could be analysed more specifically. The current study has the objectives of understanding the influence of the personality antecedents and EWoM, and of the consumer towards consumer purchase behaviour. The data were collected from 200 respondents in different districts of TamilNadu through a structured questionnaire. The data is analyzed by using the structural equation model in determining the relationship towards the purchase behaviour. It is evident from the study that EWoM determinant influent purchase behaviour with significant R square value of 0.41, and equally the personality of the customer influence with R square value 0.58. The model fit well and has greater alignment of fit also. The personality antecedents of EWoM have become an integral part of the current generation while making a purchase decision.
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