The effect of E-WOM on customer purchase intention / Sari Nong Wahayu Md Yusup

This project paper titled “The Effect of e-WOM on Customer Purchase Intention” is undertaken in the Bandaraya Kuching Town Land area. 361 respondents have involved in this survey which was conducted for three weeks and the data from the questionnaires were analyzed and computed. The purpose of this study is to determine the elements of e-WOM that give impact on customer purchase intention. Four elements were tested which are relevance, accuracy, timeliness and comprehensiveness of e-WOM. From this research, accuracy is the most influencing elements in the e-WOM. This research also determines that there are significant relationship among the e-WOM’s element and customer purchase intention. The accuracy of e-WOM has the strongest relationship with customer purchase intention. Overall, this study provides a greater knowledge sharing in the subject of Consumer Behaviour whereby which element of e-WOM will actually give impact on the potential customer purchase intention.