Digital Whisperers: Decoding the E-WOM and Credibility Cocktail Driving Purchase Intentions

This research explored the conduct of online purchases in the digital sector through an integrative process, using collections of variables seldom seen in previous studies. The study cantered on the effect of eWOM, message source credibility, perceived risk, and group influence on real purchasing intention to further assess the concept with the most impact. The survey consisted of consumers of Daraz.pk, who recently made online transactions. The examination used a self-regulated survey to collect feedback from respondents. SEM-Smart PLS was used as the evaluation method for the study. It has been observed that eWOM has the most significant effect on purchase intention, followed by message source credibility. Perceived risk often ideally mediates the relation between eWOM and message source credibility against online purchase intention. Social implications of the study include consumers' increasing reliance on online reviews and the shaping of consumer behavior via online reviews.