Electronic Word of Mouth (E_WOM) Adoption via Social Media and Its Impact on Online Shoppers’ Purchasing Intention During Corona Pandemic. A Case of Jordan

Abstract

In digitalization era the role of e-word of mouth is very useful to be considered especially during the conditions of Corona pandemic outbreak. This study aims to identify the impact of Electronic Word-of-Mouth adoption via social media on online shoppers’ purchasing intention during Corona Pandemic in Jordan, to analyze the impact of e-word of mouth elements on the purchasing intention through the independent variables which are represented in Quality, Quantity, Credibility, Source Expertise, and Source Trust. The researchers designed a questionnaire based on previous studies which have been given out to 400 respondents consisting of the sample of the study and only 384 respondents were valid for analytical descriptive study. SPSS used to analyze the data. The main results of this study are that e-word of mouth has a significant impact on consumers’ purchasing intention and that the quantity of e-word of mouth has the most contribution to the impact on consumers’ purchasing intention. However, the credibility of e-word of mouth has the least contribution to the impact of consumers’ purchasing intention. Corona Pandemic level has statistically significant role at (a ≤ 0.05) on the relationship between e-word of mouth and purchasing Intention Based on the findings of the study, it recommended that companies should develop a better e-word of mouth marketing strategies which aims to create a professional review system that encourages users to write detailed information. They should also create a special department to manage the way of presenting products or services and to figure out what attracts consumers’ attention. And lastly, Review systems could provide guidance to assist shoppers by providing ratings of the products and describing their experiences in online shopping.