ISSN: 2222-6990
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The purpose of this paper is to examining the impact of the dependent variable which is the online purchase intention within the relationship between electronic words-of- mouth in the contact of online shopping. Data was gathered through self-administered questionnaire from a sample of 385 Customers who were online users at numerous shopping center, shopping complex and supermarket located in the segmentation of north, east and west of Malaysia. As hypothesized, electronic word-of-mouth is significantly associated with online purchase intention and it was also substantiated. The data was analyzed statistically using SPSS Statistics 22 to process the data correlation and regression analysis between the variables involve, reliability of analysis instrument strength of relationship between independent and dependent variables, moderating effect in the relationship between electronic word-of- mouth and online purchase intention was also substantiated. Future researches might replicate our model with a bigger sample size in order to enhance generalizability. It will be additionally fruitful to extend this research to numerous other online shopping environments Implication suggests that online retailers and designers of shopping websites should perceive the importance of online social interactions in order to encourage customer’s intention to shop for through online. They should integrate elements of online social interaction, along with reviews that client placed online on websites, shopping for pattern, history and sales volume on their websites for the transformation of eWOM.
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In-Text Citation: (Othman & Rahim, 2019)
To Cite this Article: Othman, R., & Rahim, M. K. I. A. (2019). The Impact of Online Purchase Intentions Caused by Electronic Word of Mouth. International Journal of Academic Research in Business and Social Sciences, 9(2), 1132–1141.
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