| Abstract [eng] |
In the modern society people more and more give their preference towards online shopping. Shopping in online stores makes it easier for customers to make purchases and compare products fast. It becomes common to check the reviews and comments of other customers about the product online to get a better undertaking about the quality and general characteristics of the product. Therefore, eWOM communication becomes a very important tool that customers use in order to do make their purchasing decision. The goal of this study was to identify how eWOM communication factors influence the intention of the consumer to make a purchase in online store as well as to reveal how these factors impact intention of the individual to share the recommendation. In order to achieve the goal and objectives of this research an author conducted the analysis of the theoretical background for such concepts as eWOM behaviours, consumer behaviours, specifically focusing attention on such eWOM communication factors as message usefulness, message credibility, message quality as well as discussed the phenomenon of intention to buy and intention recommend in online store. The TRA and IAM models were taken as a main base for the research model. Based on the developed research model the hypotheses were formulated. In order to test the hypotheses an author conducted and online survey which was carried out in a form of an online questionnaire. All the constructs used in the research showed a high level of reliability with Cronbach’s Alpha coefficient higher than 0.65. The study showed that there is a strong relationship between intention to buy and intention to recommend and its antecedents, however, one of the variables didn't have enough significance to impact the dependent variable which is the intention to buy a smart personal assistant, while carrying out a multiple regression analysis. Additionally, the research provides calculations, on how antecedents of intention to buy and intention to recommend may be impacted by other variables. On top of it, this work demonstrates, how the intention to buy and intention to recommend, may depend on the respondent's gender. In conclusion the author provided the summary of conducted research, outlines the most important findings as well as provided several recommendations how the study can be useful for the managerial implications. Businesses and sellers in this work can find key elements of eWOM communication that influence intention to buy and to recommend in online store. |
