The Impact of Electronic Word of Mouth Advertising on Purchase Intention with the Role of Trust

For customers' purchasing decisions, word of mouth advertising is considered as one of the main influential factors. With the emergence of internet-based technology and the use of online devices, customers now consider online opinions and electronic reviews of other users as an important source of information for making final purchasing decisions. Organizations also emphasize electronic word of mouth advertising as a primary advertising tool for their businesses. This study aims to examine the impact of electronic word of mouth advertising on customers' purchase intention and to determine the mediating relationship of trust between eWOM and customers' purchase intention. To achieve this, an exploratory study was designed using purposive and available sampling methods. With the help of a structured management questionnaire, a total of ۲۱۸ respondent data were selected for structural equation model analysis. The data were then analyzed using IBM SPSS and IBM AMOS v۲۴ software. The results of this study indicate that electronic word of mouth advertising had a significant impact on customers' online repurchase intention with the mediating role of trust. The findings of the study can contribute theoretically and practically in many aspects.

کلیدواژه ها:

Trust ، Electronic Word of Mouth Advertising ، Purchase Intention