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EWOM as a Catalyst for Development of Quality Perception among E-Buyers


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1 School of Business Studies, Central University of Kashmir, Jammu & Kashmir., India
     

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The concept of e-WOM has gained significant attention from online businesses and academicians in recent times. The dramatic growth in internet technologies allows customers to share their product and service experiences online instantly and with ease. As such companies are paying considerable attention towards it because they play an important role in shaping quality perceptions. These perceptions ultimately have a significant impact on purchase decisions. Previous studies related to e-WOM have mostly focussed on their influence on perceived quality of products. They have paid limited attention to perceived quality of services offered by online businesses. This study is an attempt to filling this important gap by studying the influence of e-WOM on perceived quality of both products and service offered online. This paper has included two important dimensions of e-WOM, i.e, quality and quantity of reviews. The research finds revealed both e-WOM quality and e-WOM quantity significantly affect perceived quality (products and services).

Keywords

E-WOM, Perceived Quality, Online Shopping, E-Commerce, Services.
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  • EWOM as a Catalyst for Development of Quality Perception among E-Buyers

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Authors

Faseeh Amin
School of Business Studies, Central University of Kashmir, Jammu & Kashmir., India
Fayaz Ahmad Nika
School of Business Studies, Central University of Kashmir, Jammu & Kashmir., India

Abstract


The concept of e-WOM has gained significant attention from online businesses and academicians in recent times. The dramatic growth in internet technologies allows customers to share their product and service experiences online instantly and with ease. As such companies are paying considerable attention towards it because they play an important role in shaping quality perceptions. These perceptions ultimately have a significant impact on purchase decisions. Previous studies related to e-WOM have mostly focussed on their influence on perceived quality of products. They have paid limited attention to perceived quality of services offered by online businesses. This study is an attempt to filling this important gap by studying the influence of e-WOM on perceived quality of both products and service offered online. This paper has included two important dimensions of e-WOM, i.e, quality and quantity of reviews. The research finds revealed both e-WOM quality and e-WOM quantity significantly affect perceived quality (products and services).

Keywords


E-WOM, Perceived Quality, Online Shopping, E-Commerce, Services.

References