| Keywords [eng] |
Electronic word of mouth, e.WOM factors, valence, visual cues, information usefulness, information adoption, intention to purchase, openness to experience, conscientiousness, extraversion, agreeableness, neuroticism. |
| Abstract [eng] |
The main purpose of the master thesis is to investigate and analyze the influence of e.WOM message factors and receiver personal characteristics on their willingness to purchase high-involvement products. The Master thesis consists of four main parts: the literature analysis, the research methodology, the research analysis, conclusions and recommendations. Literature analysis reviews the concept high involvement products and intention to purchase, e.WOM and its factors (visual cues and message valance), Information adoption theory and information usefulness concept, also highlights five main personality characteristics: openness to experience, conscientiousness, extraversion, agreeableness and neuroticism. Following the literature analysis, the author completed the empirical research regarding e.WOM factors and personal characteristics impact on the intention to purchase high involvement products – vacation packages. Experimental research design was used to find out which e.WOM factors and personal characteristics had impact on intention to purchase high involvement product – four different e.WOM message examples were presented to four different groups of respondents. The results of the research were processed statistically with the “IBM SPSS Statistics” program. The reliability of the variables was tested by using Cronbach’s Alpha coefficient – it showed that all constructs reliability is equal or higher than 0,79, which shows that all the constructs are highly reliable. In order to test the research hypotheses, independent samples T-test and linear regression model were used. The performed research revealed that receivers find both, negative and positive, as well as messages with visual cues and without visual cues equally useful. Furthermore, research proves that perceived information usefulness has impact on information adoption, which impacts intention to purchase high involvement products. The results also show that three out of five personal characteristics (openness to experience, conscientiousness and agreeableness) impact information usefulness. The conclusions outline the main concepts of literature analysis and the results of the performed research. The author forms the conclusion that the aim of the master thesis has been reached and that the results of the study could give useful insights and recommendations to the businesses regarding the impact of e.WOM message factors and receivers personal characteristics on the purchase decision making. |
