000			03855nam a2200301Ia 4500
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003			ft8163
005			20251117101240.0
008			250327n 000 0 eng d
040			_erda
041			_aengtag
050			_aHF5415.13 B47 2023
082			_a.
100			_aBernales, Michael Jacob L. Bigata, Clarissa Ann B. Molon, Mirjan Julia Valen F. Pastos, Elisa C. Tindugan, Franchesca Mayumi V. Villafuerte, Redelyn N.
245		0	_aOnline shopping platform as an electronic world-of-mouth tool and its influence on consumer buying intention
264			_a. _b. _cc2023
300			_bBusiness Research: (BSBA major in Marketing Management) - Pamantasan ng Lungsod ng Maynila, 2023
336			_b. _atext _2rdacontent
337			_30 _b. _aunmediated _2rdamedia
338			_30 _b. _avolume _2rdacarrier
505			_aABSTRACT 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.
520			_aABSTRACT 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.
526			_aF
540			_a5
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655			_aacademic writing
942			_alcc _cMS _01 _2lcc
999			_c23940 _d23940