The impact of negative electronic word of mouth (e-WOM) on the purchase decision of Malaysian digital natives

Yong, Zhi Le (2019) The impact of negative electronic word of mouth (e-WOM) on the purchase decision of Malaysian digital natives. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Word of mouth had ranked as the most effective information source to be rely on by a consumer upon making purchase decision. The traditional word of mouth had been emerged along with the fast changing world into an entirely new form of communication tools, which called electronic Word of Mouth (e-WOM). A few later researches had concluded that the negative e-WOM was having a greater influence than positive e-WOM towards a consumer purchase decision. However, the objectives for this research is to investigate the impact of negative e-WOM towards the purchase decision of Malaysian Digital Natives in skin care industry. The impact of negative e-WOM was investigated in 3 aspects which were the characteristics of negative online review (star rating system, volume of negative online review, depth and length of negative online review and negative visual cues), characteristics of negative online reviewer (tie strength between sender and receiver), and characteristics of website offering product review (website reputation and website information quality). This study is an explanatory research and the result was collected by using quantitative method. Convenience sampling method was using in this research and questionnaire was distributed to the target respondent which was the Digital Natives in Melaka, Malaysia to acquire the result for the study. Therefore, the findings for this research indicated that the three aspects of negative e-WOM which were characteristics of negative product review, characteristics of negative product reviewer and characteristics of website offering product review having a significant relationship with the purchase decision of Malaysian Digital Natives towards skin care products. Therefore, it can be concluded that there was a significant impact of negative e-WOM on the purchase decision of Malaysian Digital Natives towards the skin care product.

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