The influences of electronic word of mouth towards consumer purchasing behavior / Ain Nabila Misran Farah and Syahidah Norjai

From years to years word of mouth has been very effective tool in marketing of business
services. Recently due to the advancement of information technology it has given an
even more powerful edge for this tool. This research reflects upon this new
development of electronic word of mouth and assesses its influence on customers
purchasing decisions. The influence of electronic word of mouth (eWOM) on consumer
intention has been known for a long time. This new way of communication might be
more powerful in triggering purchasing behavior. This study has examined the influence
of information influence, reviewer credibility, participation and persuasiveness of
electronic word of mouth towards consumer purchasing behavior.From the findings it
can be concluded that research objectives have been achieved. The result indicated
that information influences, review credibility, participation and persuasiveness were
significantly influences consumer purchasing behavior while the most important factor
that influence consumer purchasing behavior is persuasiveness.