Factors Affecting Consumers Adoption Of Electronic Word-Of-Mouth (eWOM) In Penang, Malaysia

Yew, Woi Mei (2016) Factors Affecting Consumers Adoption Of Electronic Word-Of-Mouth (eWOM) In Penang, Malaysia. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

The advancement of technology enabled consumers to share their knowledge and opinion through online. Thus, electronic word of mouth (eWOM) was recently adopted by consumer to look for further information about product, service, brand or company. However, the issue of credibility was the major concern for consumers to engage in online activity. This study empirically examined the factors affecting perceived eWOM credibility, and its relative relationship towards consumer eWOM adoption in Malaysia. Dual Process Theory was applied to study the persuasiveness of the messages. The informational determinants (argument quality, source credibility, and confirmation of prior belief) and normative determinants (recommendation consistency and recommendation rating) were investigated. Quantitative research was used to collect the 320 respondents between 18 to 44 years old who were active internet user and had more knowledge towards eWOM. The results were analyzed using Software Package for Social System (SPSS). The results demonstrated that perceived eWOM credibility positively influence consumers eWOM adoption in Malaysia. Besides, perceived eWOM credibility also significantly influenced by argument quality and recommendation rating. These findings provided valuable information for businesses and online retailers to improve the quality of eWOM for maximum usage.

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