UPSI Digital Repository (UDRep)
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Total records found : 1 |
Simplified search suggestions : Chee Ken Nee |
1 | 2020 final_year_project | The effect of e-WOM quality, quantity and source credibility on consumer online purchase intention towards cosmetics products among UPSI student Chien, Chee Lin This research aims to determine the effect of e-WOM quality, quantity and source
credibility on consumer online purchase intention towards cosmetic products among
Sultan Idris Education University (UPSI) student. A quantitative approached was used
in this research. Self-administered questionnaire was used as an instrument to collect
the data. A sample for this study consisted of 238 students, which selected using
stratified sampling technique. The data were analysed using Multiple Regression
Analysis. The findings showed that e-WOM quality, quantity and source credibility
has a positive and significant effect on consumers’ online purchase intention. In
conclusion, the quality, quantity and source credibility of e-WOM play an important
roles to influence the customer intention to purchase online. In implication, online
business should pay attention on the important role of e-WOM as to induce the
consumer purchase intention. As for the customer, e-WOM could serve as the best..... 354 hits |