Identifying the relationship between e-WOM engagement factors and users' purchase intention through social commerce

Social commerce is a subset of electronic commerce that has quickly emerged as a new area of inquiry for practitioners and researchers.Social media provides a platform for individuals to share their experience and knowledge about the product and services with their friends and relatives, which is commonly called electronic word of mouth (e-WOM).Businesses are taking advantage of social commerce and e-WOM to influence and reach the vast customer base.However, there are various factors that these businesses need to consider which affects consumers' decision.The present research is an effort to identify the important e-WOM engagement factors and to investigate their relationship with users' purchase intention through social commerce.An empirical study is conducted by administering a structured questionnaire to 958 respondents from three major states of North India, i.e., Chandigarh (UT), Punjab, and Haryana.The structural equation modelling method is applied to analyse the data.It is found in the study that four factors, i.e., information credibility, attitude towards e-WOM, rapport, and positive reviews have a significant association with e-WOM engagement, which ultimately have bearing on the user's purchase intention through social commerce.