Dimensions of eWOM credibility on the online purchasing activities among consumers through social media
Word of mouth (WOM) communication has become a thoughtful information-sharing medium which can affect consumers’ buying decisions and attitudes in the direction of product categorizations and brands. Conventional word of mouth (WOM) is an outdated method for sharing thoughts and has existed as far...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Penerbit Universiti Kebangsaan Malaysia
2020
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| Online Access: | http://journalarticle.ukm.my/16098/ http://journalarticle.ukm.my/16098/1/42971-138221-1-PB.pdf |
| _version_ | 1848813964921667584 |
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| author | Nor Amira Baharuddin, Mohammad Yaacob, |
| author_facet | Nor Amira Baharuddin, Mohammad Yaacob, |
| author_sort | Nor Amira Baharuddin, |
| building | UKM Institutional Repository |
| collection | Online Access |
| description | Word of mouth (WOM) communication has become a thoughtful information-sharing medium which can
affect consumers’ buying decisions and attitudes in the direction of product categorizations and brands.
Conventional word of mouth (WOM) is an outdated method for sharing thoughts and has existed as far
back as individuals traded data which now evolved to the new form of word of mouth which is the
electronic word of mouth (eWOM). This study attempts to analyse the dimensions of eWOM credibility
on online purchasing activities among consumers through social media. This study employs a quantitative
method as the paradigm of methodology in gathering the data for this research. The questionnaires were
distributed to 260 respondents. The result of this study has been analysed well as aligned with the
research questions as well as the research objectives. The analysis revealed that all three major
dimensions which are quality, rating and recommendation consistency had significantly underpinned the
eWOM credibility on the online purchasing activities among consumers through social media and a new
measurement model also had been developed. The relationship between the dimensions and the
differences in the dimensions between consumers of different age and gender were also being analysed
in this study where each condition showed dissimilar but accurate results. All the research questions had
been thoroughly answered and the research objectives of this research had achieved as well. It is hoped
that this study may contribute to the related field in the future. |
| first_indexed | 2025-11-15T00:26:34Z |
| format | Article |
| id | oai:generic.eprints.org:16098 |
| institution | Universiti Kebangasaan Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T00:26:34Z |
| publishDate | 2020 |
| publisher | Penerbit Universiti Kebangsaan Malaysia |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | oai:generic.eprints.org:160982021-01-24T17:23:58Z http://journalarticle.ukm.my/16098/ Dimensions of eWOM credibility on the online purchasing activities among consumers through social media Nor Amira Baharuddin, Mohammad Yaacob, Word of mouth (WOM) communication has become a thoughtful information-sharing medium which can affect consumers’ buying decisions and attitudes in the direction of product categorizations and brands. Conventional word of mouth (WOM) is an outdated method for sharing thoughts and has existed as far back as individuals traded data which now evolved to the new form of word of mouth which is the electronic word of mouth (eWOM). This study attempts to analyse the dimensions of eWOM credibility on online purchasing activities among consumers through social media. This study employs a quantitative method as the paradigm of methodology in gathering the data for this research. The questionnaires were distributed to 260 respondents. The result of this study has been analysed well as aligned with the research questions as well as the research objectives. The analysis revealed that all three major dimensions which are quality, rating and recommendation consistency had significantly underpinned the eWOM credibility on the online purchasing activities among consumers through social media and a new measurement model also had been developed. The relationship between the dimensions and the differences in the dimensions between consumers of different age and gender were also being analysed in this study where each condition showed dissimilar but accurate results. All the research questions had been thoroughly answered and the research objectives of this research had achieved as well. It is hoped that this study may contribute to the related field in the future. Penerbit Universiti Kebangsaan Malaysia 2020 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/16098/1/42971-138221-1-PB.pdf Nor Amira Baharuddin, and Mohammad Yaacob, (2020) Dimensions of eWOM credibility on the online purchasing activities among consumers through social media. Jurnal Komunikasi ; Malaysian Journal of Communication, 36 (3). pp. 335-352. ISSN 0128-1496 https://ejournal.ukm.my/mjc/issue/view/1322 |
| spellingShingle | Nor Amira Baharuddin, Mohammad Yaacob, Dimensions of eWOM credibility on the online purchasing activities among consumers through social media |
| title | Dimensions of eWOM credibility on the online purchasing activities among consumers through social media |
| title_full | Dimensions of eWOM credibility on the online purchasing activities among consumers through social media |
| title_fullStr | Dimensions of eWOM credibility on the online purchasing activities among consumers through social media |
| title_full_unstemmed | Dimensions of eWOM credibility on the online purchasing activities among consumers through social media |
| title_short | Dimensions of eWOM credibility on the online purchasing activities among consumers through social media |
| title_sort | dimensions of ewom credibility on the online purchasing activities among consumers through social media |
| url | http://journalarticle.ukm.my/16098/ http://journalarticle.ukm.my/16098/ http://journalarticle.ukm.my/16098/1/42971-138221-1-PB.pdf |