The E-Word-of-Mouth effect on consumers’ Internet shopping behaviour: focus on apparel products

Abstract

Today's consumers are serving other customers through online communication (i.e. E-Word-of-Mouth; E-WOM) using retailers’ websites and social networking sites. The purpose of this study is to examine the effect of E-WOM on consumers’ shopping behaviour in the Internet retailing by exploring the relationships/influences among the sources (S), receivers (R), message types (M), and the effects of E-WOM (E) (i.e. purchasing intentions, attitudes, and retransmission) in the Internet distribution channel (C). A conceptual model was proposed to test. All hypothesised relationships were supported indicating significant influences among S, R, M, and E. The results show that negative E-WOM message had a greater impact on the effects of E-WOM than did positive message. Particularly, the sender/receiver group and the receiver group showed significant changes in their purchase intention and attitude. Also, sources’ credibility (i.e. attractiveness, trustworthiness, and expertise) significantly influenced on the effects of E-WOM. Other results are discussed as well.