Effects of Electronic Word of Mouth (eWOM) Advertising on the Sports Customers' Purchase Intention
Poster Presentation XML
1daneshgahe azade vahede ahar
2Academic member
Introduction: The word of mouth communication is a way to gain competitive advantage in an environment where the trust in organizations and advertisements has diminished. Electronic word of mouth (eWOM) advertising is a type of media advertisement which has the highest access to online consumers' opinions through a variety of websites and social networks, and thus people tend to talk about each other's experiences, minimize their purchase risk, and select the best and most suitable option by exchanging positive or negative experience of particular products or service. Physical boundaries have disappeared due to the expansion of electronic and digital communication channels such as the Internet and increasing number of users of these media in recent years. People can use these media to do activities such as searching for necessary information and consulting with others while they are making decisions on purchase. Under these circumstances, sports shop owners and managers should take this potential opportunity in addition to sports customers and use the electronic word of mouth (eWOM) advertising to actualize the sports customers' purchase intention. Therefore, the present study aimed to investigate the effects of electronic word of mouth (eWOM) advertising on the sports customers' purchase intention.
Methodology: The research method was descriptive-correlational. The statistical population of research covered customers of sports stores in Tabriz. The statistical sample of study contained 220 sport customers who were selected by simple random sampling. To evaluate the eWOM questionnaire by Bambauer-Sachse and Mangold (2011) and also the purchase intention questionnaire by Diallo (2012) and Park et al (2008) were used. Data analysis was done Pearson correlation, and simple linear regression were utilized to analyze the data.
Results: The results showed that 38% of the purchase intention variance was determined by eWOM. The results of regression analysis showed that eWOM had a significant positive effect in customer purchase intention (=β 0.617; Sig. =0.001).
Discussion: The results showed that eWOM had a significant positive effect in customer purchase intention. Results of the present study were consistent with research by Naeiji and Abolghasemian (2016) and Jalilian et al (2012). Electronic word of mouth (eWOM) advertising can have a great impact on the individual knowledge about products and trust in them, and it can thus affect consumers' repurchase intention by provision of a large volume of information in a short time.