The Impact of Perceived e-WOM on Purchase Intention: The Mediating Role of Corporate Image

By Abdallah Q. Bataineh. 2015

244 citations recorded by the source corpus.

The main objective of this research is to examine the impact of perceived electronic word of mouth (eWOM) on purchase intention; by taking the corporate image as mediating variable. This research adopted the customers' views; secondary schools students who are familiar and have an active account on one or more of these social networking sites (Facebook, Twitter, Youtube, and Instagram). The conceptual framework of this study was tested using data gathered from the questionnaires directed to a total sample of 1000 students located in Amman. The statistical results of the multiple regression test indicated that eWOM quality, eWOM credibility, and eWOM quantity respectively; are significantly and positively impact purchase intention. In terms of the mediating role of corporate image the results indicated that corporate image mediate the relationship between the independent and dependent variables. Accordingly, Research conclusion, recommendations and future research are also discussed.

Subfields: Information Systems and Management, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/69e32609a2bc63f3a1d8209c59aee2da9b5ee069

How researchers see this paper

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In Information Systems and Management

1. Hapzi Ali
2. Iván Ventre
3. Ridho Rafqi Ilhamalimy
4. Diana Kolbe

In Marketing

1. Hapzi Ali
2. Iván Ventre
3. Ridho Rafqi Ilhamalimy
4. Diana Kolbe

In Sociology and Political Science

1. Hapzi Ali
2. Iván Ventre
3. Ridho Rafqi Ilhamalimy
4. Diana Kolbe

Citations in the corpus

• The Impact of Perceived Usefulness of Online Reviews, Trust and Perceived Risk on Online Purchase Intention in Emerging Markets: A Mexican Perspective (2020, background): “Online reviews are defined by three elements: quantity, quality and credibility (Bataineh 2015; Park et al. 2011).”
• MODEL PERCEIVED RISK AND TRUST: E-WOM AND PURCHASE INTENTION (THE ROLE OF TRUST MEDIATING IN ONLINE SHOPPING IN SHOPEE INDONESIA) (2021, background): “As is the case (Bataineh, 2015) find ewom factors that have a positive influence and significant on purchase intention, including: quality of eWOM, credibility of eWOM, and quantity of eWOM.”