The moderating role of reliability on the relationship between electronic word of mouth and customer purchase intention in Jordanian real estate enterprises

Abstract

Jordanian real estate enterprises are experiencing difficult market circumstances and an increas-ingly competitive environment; following these issues, this study examines the leverage of electronic word of mouth (e-WOM) on customer purchase intention in a Jordanian context with spe-cific reference to real estate enterprises, considering the moderating role of reliability. Based on earlier studies, a conceptual model for the study was created. This research includes e-WOM as an independent variable affecting customers' purchase intention as a dependent variable mediated by reliability. The investigation follows descriptive-analytical methods; based on a convenience sampling approach, 300 questionnaires were distributed through Google Forms; nonetheless and 250 responses were accepted. To analyze data and assess hypotheses, a structural Equation Modeling (SEM) using PLS was employed. Results demonstrated a significant effect of e-WOM and Reliability on purchasing intent of customers, and the moderating role of reliability in the relationship between e-WOM and purchase intent was also affirmed. The findings give Jordanian real estate businesses information on ways to use that are most effective e-WOM to persuade buyers to buy.