The influence of electronic word-of-mouth on consumers’ purchase intention: Evidence from China

Abstract

Online review creates important advice for potential consumers to get hidden information and reduce the risk of dissatisfaction. The purpose of this research seeks to measure and explain the different dimensions of electronic word-of-mouth (eWOM) which impact on Chinese consumers’ purchase intention differently. Using questionnaire and SPSS as methodology to investigate a sample group from China with opinions Jingdong and Taobao, two leading Chinese comment-sharing platform. Results indicate that volume, emotional tendency and negative comments of goods, shopkeeper and delivery are major determinants of purchase intention. The results can provide a helpful reference for companies to develop marketing strategy and Chinese consumers to select commodities online with profound suggestion.