The Influence of E-Word-Of-Mouth on the Consumer’s Purchase Decision: a Case of Body Care Products
نویسندگان
چکیده
This study aims to explore the causal relationship between e-word-of-mouth (e-WOM) and its influence on purchase decisions through structural equation modeling (SEM). Five constructs were formulated through literature review: expertise, search extent, own experience, trustworthiness, and e-WOM effect. Results of this study show that four constructs all have positive influence on e-WOM effect, and own experience has the most influence on purchase decisions.
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