Normal view MARC view ISBD view

Online shopping platform as an electronic world-of-mouth tool and its influence on consumer buying intention

By: Bernales, Michael Jacob L. Bigata, Clarissa Ann B. Molon, Mirjan Julia Valen F. Pastos, Elisa C. Tindugan, Franchesca Mayumi V. Villafuerte, Redelyn N

Language: English . . c2023Description: Business Research: (BSBA major in Marketing Management) - Pamantasan ng Lungsod ng Maynila, 2023Content type: text Media type: unmediated Carrier type: volumeSubject(s): 0Genre/Form: academic writingDDC classification: . LOC classification: HF5415.13 B47 2023

Contents:

ABSTRACT The study entitled "Online Shopping Platform as an Electronic Word-of-Mouth Tool and its Influence on Consumer Buying Intention" sought to know the influence of Electronic Word-of-Mouth such as Online Reviews and Ratings, Photo and Video Reviews, and Personal Emalis on the buying intentions of Marketing Students when purchasing through online shopping platforms. The researchers asked participation from 100 Marketing Students in Pamantasan ng Lungsod ng Maynila in conducting a survey. Statistical treatments such as Frequency. Weighted Mean, and Kruskal Wallis Test were used to analyze the data. The result showed that out of three forms of eWOM, Online Reviews and Ratings heavily influence the buying intention of the respondents. In terms of buying intentions, the results showed an overall mean of 4.39 for active buying which can be interpreted that the respondents always utilize eWOM before making a buying decision. Based on the results, the researchers concluded that a significant relationship existed between Electronic Word of Mouth and the buying intentions of Marketing Students. With a significance level of 0.05 and a computed alpha of 0.00, the researchers gathered enough evidence to reject the null hypothesis. Results showed that Online Reviews and Ratings and Photo Reviews influence the respondents' passive buying intention while Personal Emails influence the respondents' active buying intention.

Summary: ABSTRACT The study entitled Online Shopping Platform as an Electronic Word-of-Mouth Tool and its Influence on Consumer Buying Intention sought to know the influence of Electronic Word-of-Mouth such as Online Reviews and Ratings, Photo and Video Reviews, and Personal Emalis on the buying intentions of Marketing Students when purchasing through online shopping platforms. The researchers asked participation from 100 Marketing Students in Pamantasan ng Lungsod ng Maynila in conducting a survey. Statistical treatments such as Frequency. Weighted Mean, and Kruskal Wallis Test were used to analyze the data. The result showed that out of three forms of eWOM, Online Reviews and Ratings heavily influence the buying intention of the respondents. In terms of buying intentions, the results showed an overall mean of 4.39 for active buying which can be interpreted that the respondents always utilize eWOM before making a buying decision. Based on the results, the researchers concluded that a significant relationship existed between Electronic Word of Mouth and the buying intentions of Marketing Students. With a significance level of 0.05 and a computed alpha of 0.00, the researchers gathered enough evidence to reject the null hypothesis. Results showed that Online Reviews and Ratings and Photo Reviews influence the respondents' passive buying intention while Personal Emails influence the respondents' active buying intention.

Tags from this library: No tags from this library for this title. Log in to add tags.

Average rating: 0.0 (0 votes)

Holdings ( 1 )
Title notes
Comments ( 0 )

Item type	Current location	Home library	Collection	Call number	Status	Date due	Barcode	Item holds
Book	PLM	PLM Filipiniana Section	Filipiniana-Thesis	HF5415.13 B47 2023 (Browse shelf)	Available		FT8163

Total holds: 0

Browsing PLM Shelves , Shelving location: Filipiniana Section , Collection code: Filipiniana-Thesis Close shelf browser

Previous	No cover image available	No cover image available	No cover image available	No cover image available	No cover image available	No cover image available	No cover image available	Next
Previous	HF5415.13 B35 3023 Wok N Sip: a feasibility study of a choose your own fried rice and drinks in fuse box Sampaloc, Manila	HF5415.13 B37 2023 Expanding Manila Café: A feasibility analysis of a new branch in Malate, Manila	HF5415.13 B37 2024 Sweet slices: A feasibility study on cakes with real fruit fillings	HF5415.13 B47 2023 Online shopping platform as an electronic world-of-mouth tool and its influence on consumer buying intention	HF5415.13 C33 2023 A Feasibility study on establishing a patata craze food kiosk in Tondo, Manila	HF5415.13 C33 2024 Tomme's Brew: A feasibility study of putting a coffee shop and book reading along Vito Cruz, Manila	HF5415.13 C35 2022 Factors influencing employee's work efficiency in the corporate setting within Manila City	Next

ABSTRACT The study entitled Online Shopping Platform as an Electronic Word-of-Mouth Tool and its Influence on Consumer Buying Intention sought to know the influence of Electronic Word-of-Mouth such as Online Reviews and Ratings, Photo and Video Reviews, and Personal Emalis on the buying intentions of Marketing Students when purchasing through online shopping platforms. The researchers asked participation from 100 Marketing Students in Pamantasan ng Lungsod ng Maynila in conducting a survey. Statistical treatments such as Frequency. Weighted Mean, and Kruskal Wallis Test were used to analyze the data. The result showed that out of three forms of eWOM, Online Reviews and Ratings heavily influence the buying intention of the respondents. In terms of buying intentions, the results showed an overall mean of 4.39 for active buying which can be interpreted that the respondents always utilize eWOM before making a buying decision. Based on the results, the researchers concluded that a significant relationship existed between Electronic Word of Mouth and the buying intentions of Marketing Students. With a significance level of 0.05 and a computed alpha of 0.00, the researchers gathered enough evidence to reject the null hypothesis. Results showed that Online Reviews and Ratings and Photo Reviews influence the respondents' passive buying intention while Personal Emails influence the respondents' active buying intention.

Filipiniana

There are no comments for this item.

to post a comment.