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Slides BRM

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Muneeb Ur Rehman
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UNIVERSITY OF SIALKOT GROUP MEMBERS: TALHA KHALID ~ 115 Muneeb Ul Rehman - 133 Ali Raza Cheema - 134 MHASSAAN RAZA - 013 Title Name ‘The Moderating Effect of e-WOM on online Purchase, a perspective from the online viewpoint of customer Authors: Zile Huma, Nasser Masoud Alotabi, Atf Aziz, Syed Akbar Shah Journal: Intemational Journal of Quality & Reliability Management Published Date: ‘The published date for this research paper is 2021. The article was published in Volume 38, ssue 4f the Intemational Journal of Qualty & Relabity Management Received 04.05.2020 ‘Accepted 14.08.2020 upc - 005:336.3 ol - 10.24874/159R14.04-10, Introduction Inthe introduction section the authors discuss the increasing use of e- ‘commerce in Pakistan and the importance of e WOM(E- Word of Mouth) in the online purchase decision-making process. They highlight that e-WOM has become an essential tool for customers to gather information about products and services before making a purchase. The objectives ofthe research paper are to examine the moderating effect of e-WOM on the relationship between online purchase intention and actual onlin purchase behavior, and to explore ‘the Pakistan customer perspective on e-WOM and online purchase. ‘Overview ofthis research paper's that, the online business is increasing day by ‘day allover the world there are so much studies have been done on tis that how to create the trust building ofthe buyerby making the purchase through ‘online. The intemet has made the E-business a lot easieranditis keep improving, te intemet and information technology make a big impact nthe improvements of E-BUSINESS, the online business makers can get the reviews ‘rom the customers and then make the strategies which can enhance the decisionmaking willof the customer to purchase online, Variables ‘The research paper examines the moderating effect of eWOM on online purchase behavior ‘The independent variable is online purchase intention. ‘The dependent variable is actual online purchase behavior. ‘The moderating variable is e WOM, which is measured by the evel of customer reviews and recommendations available online, Variables Diagram: Research Mathedology ‘The research methodology section describes the study's design and ‘methodology. The authors collected data through an online survey of Pakistani customers who had made an online purchase inthe past six months. They used ‘a convenience sampling technique to collect data from 406 respondents. The study used a multiple regression analysis to examine the moderating effect of WOM on online purchase intention and actual online purchase behavior. Research Options ‘The research paper seeks to answer the following research questions: ‘What is the moderating effect of eWOM on the relationship between online purchase intention and actual online purchase behavior in the context of Pakistan? ‘Whats the Pakistani customer perspective on eWOM and online purchase? Significance “The research paper is significant as it sheds light on the ole of eWOM in online purchase behavior in Pakistan t provides insights into the factors that influence ‘online purchase behavior in the country and identifies the most important ‘sources of eWOM for Pakistani customers, The study's findings can help e- ‘commerce businesses operating in Pakistan to develop effective marketing strategies that leverage eWOM toincrease online sales. The research paper also contributes tothe literature on eWOM and online purchase behavior in developing countries, particularly in the South Asian region. Results ‘The results indicate that e-WOM has a significant moderating effect on online purchase behavior. Specifically the study found that e-WOM significantly enhances the positive relationship between trust and online purchase behavior, This means that positive e-WOM can increase the impact of trust on online purchase behavior. The study also found that e-WOM significantly reduces the negative relationship between perceived risk and online purchase behavior. This means that negative e -WOM can decrease the impact of perceived risk on online purchase behavior Analysis of Respondents’ Characteristics requency oT ae) Ao Det 148 5446 Female 12 4554 ‘Age Group ra.22yeers 163 601 22.24 years 15 21 2 end above 22 1230 University QusidEAzem University 15 5.50 Fipah University 7 6337 Intemational islamic 70 258 University Bohria University 09 3.30 Refrences: Ahmad, 8, (2002). Service failures and customer defection: a closer look at online shoppingesperiences. Managing Service Quality: Aw diemational Jourvt!, 1241), 19-28. Alireza, F,, Ali, K., & Aram, F,(201 1), How quality, valve, image, and satisfactioncreate loyalty alan Irun telecom, International Journal of Business and Management, 618). 271. Al-Maghnibi, T., Dennis, C., Halliday, 8, V., & BinAli, A. (2011), Determinants of customer contiauance intention of online shopping. futeraasional Journal of Business Science and Applied, 9), 271-278, Andam, ZR. (2014), eCommerce and e-Business. UNDP, Awad, N.F.,& Ragowsky, A. (2008), Establishing trust in electronic commerce through online word of mouth: An examination across genders, Jonna? of Management Information Systenes, 24(4), 101-121 Bai, B., Law, R., & Wen, 1 (2008), The impact of website quality on customer satisfaction and purchase intentions: Evidence from Chinese online visitors. lbuernetional Jawnal of Hospitality Management, 2713), 331-402. Beauchamp, M. B., & Ponder. N. (2010). Perceptions of rewil convenience for in-store and anline shoppers. The Marketing Management Journal, 20.1). 49-65. ‘Chen, Y.. Yan, X.. Fan, W., & Gordon, M, (2015). The joint moderating role of trust propensity and gender on consumers’ enline shopping behaviour. Compurers in Human Behavior, 43, 272-283, Cheung, C.M. K., & Thadani, D. R. (2010). The Effectiveness af Electronic Word-of-Moush ‘Commumication: A Literature Analysis. 23d BLED eConference 2010 Proceedings, Paper 18, 329.345, Accessed October 5, 2012, Rettrieved from hitp:/aiseLisnet,org/bled20 10/18 ‘Cheung, CM. & Lee, M. K. (2006). Understanding consumer trust in Internet shopping: A mullidisciplinary approach. Journal of the American society for Information Science and Techuology, S74), 879-492. ‘Chiu, CM. Hsu, M. HL, Lai, H., & Chang, ©. M. (2012), Re-examining the influcnce of trust onomline repeat purchase intention: The moderating role of habit and its antecedents. Decisievt Support Systems, $314), 835-845, ‘Colwell, R. K.. Brehm, G.. Cardeliis, C. L.. Gilman, A.C. & Longino, J.T. (2008). Global warming. elevational range shifts, and lowland biotic attrition in the wet tropics. science. 322(3890), 258-261 Fogg, B. J. (2003, April). Prominence- interpretation theory: Explaining how people assess eredibility online. 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