The effect of electronic word of mouth communication on purchase intention moderate by trust: a case online consumer of Bahawalpur Pakistan
The aim of this study is concerned with improving the previous research finding complete filling the research gaps and introducing the e-WOM on purchase intention and brand trust as a moderator between the e-WOM, and purchase intention an online user in Bahawalpur city Pakistan, therefore this study...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Science & Engineering Research Support Society (SERSC)
2020
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| Online Access: | http://eprints.uthm.edu.my/6318/ http://eprints.uthm.edu.my/6318/1/AJ%202020%20%28278%29.pdf |
| _version_ | 1848888776867184640 |
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| author | Ahmad, Naveed Harun, Amran Khizar, Hafiz Muhammad Usman Othman, Bestoon Abdulmaged Zulqarnain, Muhammad |
| author_facet | Ahmad, Naveed Harun, Amran Khizar, Hafiz Muhammad Usman Othman, Bestoon Abdulmaged Zulqarnain, Muhammad |
| author_sort | Ahmad, Naveed |
| building | UTHM Institutional Repository |
| collection | Online Access |
| description | The aim of this study is concerned with improving the previous research finding complete filling the research gaps and introducing the e-WOM on purchase intention and brand trust as a moderator between the e-WOM, and purchase intention an online user in Bahawalpur city Pakistan, therefore this study was a focus at linking the research gap of previous literature of past study based on individual awareness from the real-life experience. we collected data from the online user of the Bahawalpur Pakistan. In this study convenience sampling has been used to collect data and instruments of this study adopted from the previous study. The quantitative research methodology used to collect data, survey method was used to assemble data for this study, 300 questionnaire were distributed in Bahawalpur City due to the ease, reliability, and simplicity, effective recovery rate of 67% as a result 202 valid response was obtained for the effect of e-WOM on purchase intention and moderator analysis has been performed. Hypotheses of this research are analyzed by using Structural Equation Modeling (SEM) based on Partial Least Square (PLS). The result of this research is e-WOM significantly positive effect on purchase intention and moderator role of trust significantly affects the relationship between e-WOM, and purchase intention. The addition of brand trust in the model has contributed to the explanatory power, some studied was conduct on brand trust as a moderator and this study has contributed to the literature in this favor. significantly this study focused on current marketing research. Unlike past studies focused on western context, this study has extended the regional literature on e-WOM, and purchase intention to be intergrading in Bahawalpur Pakistan context. Lastly, future studies are recommended to examine the effect of trust in other countries allow for the comparison of the findings. |
| first_indexed | 2025-11-15T20:15:40Z |
| format | Article |
| id | uthm-6318 |
| institution | Universiti Tun Hussein Onn Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T20:15:40Z |
| publishDate | 2020 |
| publisher | Science & Engineering Research Support Society (SERSC) |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | uthm-63182022-01-30T02:46:11Z http://eprints.uthm.edu.my/6318/ The effect of electronic word of mouth communication on purchase intention moderate by trust: a case online consumer of Bahawalpur Pakistan Ahmad, Naveed Harun, Amran Khizar, Hafiz Muhammad Usman Othman, Bestoon Abdulmaged Zulqarnain, Muhammad T Technology (General) TK7800-8360 Electronics The aim of this study is concerned with improving the previous research finding complete filling the research gaps and introducing the e-WOM on purchase intention and brand trust as a moderator between the e-WOM, and purchase intention an online user in Bahawalpur city Pakistan, therefore this study was a focus at linking the research gap of previous literature of past study based on individual awareness from the real-life experience. we collected data from the online user of the Bahawalpur Pakistan. In this study convenience sampling has been used to collect data and instruments of this study adopted from the previous study. The quantitative research methodology used to collect data, survey method was used to assemble data for this study, 300 questionnaire were distributed in Bahawalpur City due to the ease, reliability, and simplicity, effective recovery rate of 67% as a result 202 valid response was obtained for the effect of e-WOM on purchase intention and moderator analysis has been performed. Hypotheses of this research are analyzed by using Structural Equation Modeling (SEM) based on Partial Least Square (PLS). The result of this research is e-WOM significantly positive effect on purchase intention and moderator role of trust significantly affects the relationship between e-WOM, and purchase intention. The addition of brand trust in the model has contributed to the explanatory power, some studied was conduct on brand trust as a moderator and this study has contributed to the literature in this favor. significantly this study focused on current marketing research. Unlike past studies focused on western context, this study has extended the regional literature on e-WOM, and purchase intention to be intergrading in Bahawalpur Pakistan context. Lastly, future studies are recommended to examine the effect of trust in other countries allow for the comparison of the findings. Science & Engineering Research Support Society (SERSC) 2020 Article PeerReviewed text en http://eprints.uthm.edu.my/6318/1/AJ%202020%20%28278%29.pdf Ahmad, Naveed and Harun, Amran and Khizar, Hafiz Muhammad Usman and Othman, Bestoon Abdulmaged and Zulqarnain, Muhammad (2020) The effect of electronic word of mouth communication on purchase intention moderate by trust: a case online consumer of Bahawalpur Pakistan. International Journal of Advanced Science and Technology, 29 (9s). pp. 4995-5008. ISSN 2005-4238 |
| spellingShingle | T Technology (General) TK7800-8360 Electronics Ahmad, Naveed Harun, Amran Khizar, Hafiz Muhammad Usman Othman, Bestoon Abdulmaged Zulqarnain, Muhammad The effect of electronic word of mouth communication on purchase intention moderate by trust: a case online consumer of Bahawalpur Pakistan |
| title | The effect of electronic word of mouth communication on purchase intention moderate by trust: a case online consumer of Bahawalpur Pakistan |
| title_full | The effect of electronic word of mouth communication on purchase intention moderate by trust: a case online consumer of Bahawalpur Pakistan |
| title_fullStr | The effect of electronic word of mouth communication on purchase intention moderate by trust: a case online consumer of Bahawalpur Pakistan |
| title_full_unstemmed | The effect of electronic word of mouth communication on purchase intention moderate by trust: a case online consumer of Bahawalpur Pakistan |
| title_short | The effect of electronic word of mouth communication on purchase intention moderate by trust: a case online consumer of Bahawalpur Pakistan |
| title_sort | effect of electronic word of mouth communication on purchase intention moderate by trust: a case online consumer of bahawalpur pakistan |
| topic | T Technology (General) TK7800-8360 Electronics |
| url | http://eprints.uthm.edu.my/6318/ http://eprints.uthm.edu.my/6318/1/AJ%202020%20%28278%29.pdf |