Electronic Word-of-Mouth: The Moderating Roles of Product Involvement and Brand Image

Purpose: As an Internet-based version of word of mouth, electronic word-of-mouth (eWOM), the new information presented from the perspective of consumers who have purchased and used the product, have become a major informational source for consumers. The purpose of this paper aims to investigate the influence of eWOM on purchasing intention. Moreover, this study examines the moderating effect of product involvement and brand image in the relationship between the effects of electronic word of mouth and purchase intention. Design/methodology/approach: The target samples of this study are people who have ever searched for opinions or reviews through the Internet before buying the product. The survey is consisted of three parts covering the following issues, including eWOM searching experience, measurement items of each variable, as well as demographics and Internet using experience. A structural equation modeling (SEM) is used to assess the relationships of the research model. Findings: Viewing online reviews or comments is helpful for consumers because it makes consumers feel more confident on purchase decision. The results indicate that eWOM quality, eWOM quantity and sender’s expertise have positive effect on purchase intention. Most importantly, product involvement and brand image have moderating effect in the relationship between eWOM and purchase intention. Originality/value: This study provides new insights into the eWOM, which in turn affects customer purchase intention.