Digital Word-of-Mouth and Purchase Intention. An Empirical Study in Millennial Female and Consumers

del Pilar Usurin-Flores M.; Panez-Bendezú M.H.; Vargas-Merino J.A. · Studies in Computational Intelligence (2024) · DOI: 10.1007/978-3-031-56388-1_3

Resumen

The eWOM manages to be a source of information for current and potential customers, as it plays a significant and transcendental role in the purchase intention. The objective of this study was to identify the impact of digital word-of-mouth on the purchase intention of Peruvian millennial female consumers. A probabilistic sample of 355 women between 26 and 41 years old was determined, and two valid and reliable questionnaires were applied. It was concluded that digital word-of-mouth indeed has a significant impact on the purchase intention of millennial female consumers, which was demonstrated by χ2 tests and ordinal logistic regression (χ2 = 0.000 < 0.05; 164.019 = 0.000 < 0.05; Nagelkerke R2 = 0.425; Wald coefficient = 52.203 = 0.000 < 0.05), confirming that the purchase intention is explained by the actions of digital word-of-mouth. This work highlights the importance of managing the credibility and value of our electronic media, and within action plans adopting actions to improve the quality and quantity of comments as antecedents to purchase and repurchase intention. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2024.

Instituciones: Universidad Privada del Norte