Abstract:
This research aims to explore the effects of e-WOM information, attitude toward
information and purchasing. Subjective norms, perceived behavioral control and
consumer’s internet experience on consumers’ online purchasing intentions. The primary
objective of this study was to investigate how all of the independent variables
influence/affect purchasing intentions of consumers in Pakistan and that too in the context
of online shopping.
Also, this section is also discussing the moderation impacts of information quality on the
relationship of all the independent and dependent variables of this study. Prior studies do
not have enough research on Information quality as a moderator. Therefore, this research
has been developed to measure the moderating effect of quality information.
A self-administered survey was conducted on customers in Lahore, Pakistan. Based on the
data collected from 330 consumers. For this research study, quantitative data is collected.
To test the model, this study carried the regression, descriptive analysis, Cronbach alpha
and correlation, by using SPSS and structural equation modeling (SEM) approach by using
AMOS. The validity and reliability of the measurements were confirmed before the
hypotheses of the study have been tested.
Findings of this research are in line with the previous studies and finds that e-WOM, ATT,
SN, PBC and CIE are positively influencing the consumer’s online purchasing intention.
In particular, a new finding of the study highlights the importance of the moderating role
played by Information quality. Moderating impacts were found positive and significant in
enhancing the relationships of e-WOM, ATT, SN, PBC, CIE and PI.
Firms and marketers must concentrate on online communication channels to affect
consumers’ intention toward purchasing online and engage in e-WOM communication.
Companies should pay more attention to consumers' need for accurate and reliable
information in order to enhance e-WOM and information influence.
