THE IMPACT OF ELECTRONIC WORD OF MOUTH ON ONLINE IMPULSE-BUYING BEHAVIOR ON ZANBIL ONLINE STORE

Authors

  • Nazli Sheikh Bagheri
  • Mahrokh Mokhtaran

DOI:

https://doi.org/10.32461/2226-3209.1.2018.177224

Abstract

Abstract. In today’s highly competitive markets, corporate executives are looking for new ways to make
people aware of their products and improve their brands. Therefore, they use different marketing methods to attract more customers. One of the most effective methods that are based on interpersonal communication is electronic word of mouth (eWOM) marketing. In recent years, with the increase in internet users in Iran, a good opportunity has been created for companies to use this innovative method along with traditional marketing methods. The present study is an applied and a descriptive-survey type research. The statistical population includes customers of Zanbil website. For sampling we use convenience sampling, and collected 384 filled questionnaires. The purpose of this study was to investigate the effect of eWOM on online shopping behavior. After reviewing theoretical foundations and findings of
previous researches, we prepared a conceptual research model and hypotheses. The findings showed that eWOM have a significant effect on online shopping behavior.
Keywords: eWOM, online impulse-buying behavior.

References

Taghizadeh, Hooshang; Taghi Pourian, Mohammad Javad; Khazaei Pol, Amir., 2012, Investigating the effect of

customer satisfaction on word of mouth advertising and tendency to change, case study: Mazandaran National Bank

branches. Fourth International Banking Services Marketing Conference

Shamei, Ali, Barari, Mojtaba, 2011, Control Center and word of mouth communication among consumers,

Faculty of Management, University of Tehran, Business Management faculty, Volume 3, Issue 8, Summer 2011, pp.

- 101.

Mohammad Jawad Nikbakht, Asghar Moshbaki, Seyed Hossein Khodadad Hosseini (2015). Investigating the

Effect of impulse Buying and inter Shoppers' Anonymity Factors on Buying Again in Chain Stores, University of

Tehran, Faculty of Management, Volume 7, Number 4

Jafari Nik, Zahrasadat, The Effect of word of Mouth Advertising on Consumers’ Intention to Buy considering

the Recipient to the Product and Commitment as mediator (Case Study: Consumers of Golrang Products in Tehran),

Thesis. Ministry of Science, Research, Technology - Semnan University - Faculty of Economic Sciences. 2013. Master

Kazemi, Mohaddseh and Moazen Jamshidi, Mirhadi (2014). The Impact of Brand Dimensions on Brand Loyalty

(Case Study: Pasargad Bank), Third National Conference on Accounting and Management

Jalilian Hossein, Ebrahimi Abdolhamid, Mahmoudian Omid, The Effect of word of Mouth E-commerce on

Customers' Intention to Deliver Customers through Customer-based Brand euity among Students (Case Study: Dell

Laptop Products), Bussiness Management: Winter 2012, Volume 4, Issue 4; From page 41 to page 64

Umair Akram1, Peng Hui1, Muhammad Kaleem Khan1, Muhammad Hashim2 and Shahid Rasheed, Impact of

Store Atmosphere on Impulse Buying Behaviour: Moderating Effect of Demographic Variables, International Journal

of u- and e- Service, Science and Technology Vol. 9, No. 7 (2016), pp. 43-60

Mudassir Husnain, Imran Qureshi,Tasneem Fatima and Waheed Akhtar, The Impact of Electronic Word-of-

Mouth on Online Impulse Buying Behavior: The Moderating role of Big 5 Personality Traits, Journal of Accounting &

Marketing, Husnain et al., J Account Mark 2016, 5:4

Saba Anwar Khan, Naveed Ramzan2, M. Shoaib and Adam Mohyuddin. IMPACT OF WORD OF MOUTH ON

CONSUMER PURCHASE INTENTION, Sci. Int. (Lahore),27(1),479-482,2015

Goytte I. Ricard L. Bergeron J. & Marticotte F. (2010). e - WOM scale for e- service context. Canadiam

Journal of Administrative sciences, 27, 5-27

Downloads

Issue

Section

Мистецтвознавство