Author Name: – Kajal Bhati / Date:- December 2023
Abstract
Consumers depend on opinions and suggestions from others to evaluate their purchases. Especially in online context, the blogger’s electronic word-of-mouth (eWOM) is used as an important information source which shape consumer attitudes towards a product and influences their shopping intention. The purpose of this paper is to study the effects of positive and negative eWOM on blog reader’s shopping intention. A sample of 76 respondents is drawn using random sampling technique and a five-point likert scale questionnaire is used to get data from blog users in Chandigarh. For hypotheses testing, regression, correlation and t-test are used. The result shows that trust in blogger recommendation positively affects blog reader’s attitude and purchase intention. There is no significant difference in positive and negative eWOM on blog reader’s shopping intention. Future researchers may consider effect of neutral eWOM on blog reader’s purchase intention. Education level, attractiveness and perceived enjoyment of blogger may influence blog reader’s attitude. Marketers should strive to encourage opinion leaders or experienced bloggers to recommend products and services to others.
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