The Influence of Electronic Word-of-Mouth on Information Adoption in Online Customer Communities

This study focuses on the information adoption behaviours in online communities, and investigates how such behaviours affect the purchase intention of consumers. A research model was constructed to investigate the impact of electronic word-of-mouth on information adoption in online customer communities. A survey was conducted using a sample of 100 respondents and a partial least squares approach was used to validate the research model. The research results concluded that timeliness and comprehensiveness of information, trustworthiness and quality of information have positive influence on information usefulness, which in turn predicts the consumer purchase intention.