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The Importance of Factors Influencing on e-WOM Engagement towards Consumer Purchase Intention in Clothing Retailers, Sri Lanka

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dc.contributor.authorMuniweera, C. D. W
dc.contributor.authorBalawardhana, K. P. I. A
dc.contributor.authorRajapaksha, M. S. N
dc.contributor.authorChamara, M. A. D. S
dc.contributor.authorJayasuriya, N. A
dc.date.accessioned2022-04-05T03:35:53Z
dc.date.available2022-04-05T03:35:53Z
dc.date.issued2020-05-09
dc.description.abstractThe electronic word of mouth is a hardly studied phenomenon in the Sri Lankan context. Accordingly, the present study investigates the importance of factors influencing on electronic word of mouth engagement towards consumer purchase intention. By using convenience sampling technique, 501 questionnaires were distributed among respondents between the ages of 18-50 who are using Facebook, Instagram and WhatsApp resultant respond rate was 77%. The correlation and regression tests were done through the use of AMOS software, while the SPPS software was used to test reliability. The study found that trustworthiness and electronic word of mouth engagement towards purchase intention have a positive impact whereas, high fashion involvement has a negative impact to the electronic word of mouth engagement. The study is useful for retailers to improve their online presence by developing electronic word of mouth among consumersen_US
dc.identifier.citationMuniweera, C. D. W., Balawardhana, K. P. I. A., Rajapaksha, M. S. N., Chamara, M. A. D. S., & Jayasuriya, N. A. (2020). The Importance of Factors Influencing on e-WOM Engagement towards Consumer Purchase Intention in Clothing Retailers, Sri Lanka. International Journal of Academic Research in Business and Social Sciences, 10(5), 349–360en_US
dc.identifier.doiDOI:10.6007/IJARBSS/v10-i5/7204en_US
dc.identifier.issn2222 6990
dc.identifier.urihttps://rda.sliit.lk/handle/123456789/1880
dc.language.isoenen_US
dc.subjectE-WOM Engagementen_US
dc.subjectClothing Retaileren_US
dc.subjectHigh Fashion Involvementen_US
dc.subjectPurchase Intentionen_US
dc.subjectTrustworthinessen_US
dc.titleThe Importance of Factors Influencing on e-WOM Engagement towards Consumer Purchase Intention in Clothing Retailers, Sri Lankaen_US
dc.typeArticleen_US
dspace.entity.typePublication

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