The Impact of E-Word of Mouth (E-Reviews) from Family and Friends on E-Shoppers' Purchase Decisions in Emerging Markets: An Amazon.in Study

Abstract

Electronic word-of-mouth (e-WoM) is available to customers in various forms of online consumer reviews, which play a significant role in supporting e-commerce purchase decisions. It primarily emphasizes person-to-person communication, particularly the influence of family and friends, and how such interpersonal interactions within households affect online shopping behavior. A key characteristic of e-WoM is its digital nature, where information is transmitted through written text, images, and videos. This enables it to reach a large audience simultaneously and increases its potential to go viral. The present study was undertaken to examine the effectiveness of e-WoM on consumer purchase intention of electronic goods, with specific reference to Amazon. The scope of the study was limited to residents of Bangalore; however, it still provides valuable insights into the impact of e-WoM on consumer purchase behavior in the electronic goods segment. Customers generally recognize that online consumer reviews help them assess the credibility of e-WoM and assist in making informed purchase decisions. The primary objective of the study was to analyze the influence of family and friends on the acceptance of e-WoM and its impact on consumer purchase intention. The study also examined various demographic factors that may influence the usage and acceptance of e-WoM. Data for the study was collected from residents of Bangalore using an online sampling method. The collected data was analyzed using appropriate statistical tools, and the results were systematically tabulated. Key findings of the study indicate that most respondents tend to purchase the same brand products as those recommended by their social contacts when buying new products. Additionally, many respondents feel more confident in their purchase decisions when they receive opinions from their contacts on social media. It was also observed that when respondents receive product-related information or opinions from friends, they often share it further within their social network.