Factors Affecting Electronic Word of Mouth and Leading towards Purchasing Decision in the Smartphone Industry of Pakistan

Abstract

The study looks into the factors that influence electronic word of mouth, leading to goods and services purchases. By reviewing the reviews of other reviewers on the internet, this study attempts to determine which factors impact an individual's purchasing decision because most internet users consult reviews before purchasing things; both the quality and quantity of reviews matter for that specific brand. In this study, four independent variables (information quality, website trustworthiness, social ties, and number of reviews) each impact electronic word of mouth, which leads to client purchasing decisions. For this study, two hundred and sixty-one university students were used as samples. A basic random sampling approach is used because the data is collected solely from university students. Out of the four variables studied, only two (website credibility and number of reviews) have a meaningful relationship with the purchasing decision. The findings imply that electronic word of mouth generated on a reputable website positively impacts purchasing decisions. In addition, many reviews persuaded students who were considering online consultation to make a purchase. The other two components (information quality and social ties) have a minor impact on purchasing decisions. This research provides a comprehensive picture of the factors that consumers believe are critical in making a purchasing decision. As a result, our study aids managers in developing strategies for the Pakistani market.

Keywords:  Purchasing Decision, Electronic Word of Mouth, Website Credibility, Information Quality, Social Tie.