Impact of Electronic Word of Mouth on Customer’s Buying Intention: An Empirical Analysis in UK Perspective

Abstract

With the rapid increase of e-commerce, electronic word of mouth has emerged as an important means of referring users while making decision to buy products or services. Therefore, it is crucial to build good electronic word of mouth for the success of business. Keeping in view the importance of electronic word of mouth, present study empirically investigates the impact of electronic word of mouth on customers’ buying intention in the presence of potential mediator i.e., trust. With the help of a survey-based questionnaire, the data were collected from 575 respondents by using a convenient sampling technique from universities of Bradford city, UK. The results confirm the internal reliability and validity of the constructs existing in this study. Further, the results of regression establish the positive and significant relationship between electronic word of mouth and customers buying intentions; that claim that trust is potential mediator. The results also indicate that the individuals are more inclined towards purchasing with a favorable given electronic word of mouth. Therefore, policymakers may develop policies that help higher management to build an effective electronic word of mouth for individuals, where they can share their experiences with other colleagues, family member, friends etc. The act will help create good electronic word of mouth about products or services that will perceive a sense of trustworthiness on others and intent to buy.