Impact of Electronic Word of Mouth Evaluation on Purchase Intention: The Mediating Role of Attitude toward the Product

Authors:
Manel Hamouda;Rym Srarfi Tabbane
Affiliations:
Tunis ElManar University, Tunis, Tunisia;Manouba University, Manouba, Tunisia
Venue:
International Journal of Online Marketing
Year:
2013

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Abstract

This paper examines the impact of exposure to Electronic Word of Mouth EWOM on consumer purchase intention. More specifically, the study focuses on the mediating role of attitude towards the product in the relationship between purchase intention and EWOM exposure. To this effect, the study was conducted over a number of 204 internet users who were exposed to online hotel comments. Three distinct linear correlations were used. First, the correlation between the intention to visit the hotel and EWOM evaluation, then a second correlation between attitude towards the hotel and EWOM evaluation and finally, a third multiple regression of purchase intention on both attitude towards the hotel and EWOM evaluation. The obtained results indicated that attitude towards the product is a full mediating variable between purchase intention and EWOM evaluation. The study concludes with managerial implications recommending the use of EWOM as an efficient communication tool.