Who Decides Where to Go for a Coffee? e-WOM and Consumers' Purchase Intention

The main purpose of this study was to examine the impact eWOM on consumers' selection intention a café in New Zealand. factors which may affect customers' have been identified, with focus cafes A quantitative research approach employed and survey conducted collect data from 234 Zealand consumers through an online questionnaire. findings indicate that quantity, quality, valence consistency positive purchase intentions. perceived credibility usefulness some indirect effects intention. Among them, is fully intervened by perceptual credibility, quality are partly influenced credibility. partially mediated usefulness, while quantity not trust. TAM model used café industry. In addition, modified explains mediating effect customer sphere eWOM. Future use theoretical investigate other restaurants, comparison studies can be explored different types restaurants. also provides practical implications for managers, especially electronic marketing. results show volume, significant Furthermore, should considered managers as one important marketing tools promote their businesses.