Electronic word of mouth and customer buying behavior: Lazada / Fakhrul Razi Suaip

This project paper titled “Electronic Word of Mouth and Customer Buying Behavior; Lazada” is done in the Kota Samarahan area, focusing in Desa Ilmu and nearby area. 284 respondents have involved in this survey. The survey is conducted for three weeks and data from the questionnaires were then analyzed and reported. The purpose of the study being conducted is in order to have more knowledge on how thus the factors of EWOM may affect the buying behavior of the customers. Three elements were tested which are intensity, valence, and content of EWOM. From this research, content is the most influencing elements in the EWOM compared to the other two elements. This research also shows that there are significant relationship among the EWOM’s element and customer buying behaviour. The content of EWOM has the strongest relationship with customer buying behaviour. Overall, this study has provides a greater knowledge in the subject of Consumer Behavior where the element of EWOM will definitely give impact on the customer buying behavior.