The influence of electronic word-of-mouth (eWOM) communication towards consumer purchase decision of mobile devices

Lye, Wendy (2018) The influence of electronic word-of-mouth (eWOM) communication towards consumer purchase decision of mobile devices. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

This research aims to uncover the influence of eWOM communication toward consumer purchase decision of mobile devices. This study involves some factors which eWOM influencing the consumer purchase decision including interpersonal ties, homophily and source credibility. Hence, the relationship between those factors towards purchase decision of consumers on mobile devices were being investigated. Besides,the most influential and dominant factor which lead eWOM to influence consumers purchase decision of mobile device also will be identified. The relationship between interpersonal ties, homophily and source credibility were test to evaluate the strength of each variable toward consumers purchase decision. The survey data are collected among consumer in Selangor, Melaka and Kuala Lumpur via the spreading online questionnaires and the data will then be analysed by applying Statistical package for social science (SPSS) with descriptive analysis, correlation analysis, and multiple regression analysis. The result shows that homophily and source credibility have significant relationship towards consumer purchase decision of mobile devices.Moreover,source credibility is the dominant factor which is the most influential factor in eWOM toward consumer purchase decision of mobile device.

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