The Effects of Information and e-WOM on Consumer Purchase Intentions: A Conceptual Paper

The dynamic nature of online consumer behavior necessitates a deeper understanding of how persuasive communication influences purchase decisions. The Chinese cosmetics market, with its heavy reliance on social media, presents a unique context for investigating these dynamics. Hence, this study explores how persuasive information on Sina Weibo, disseminated through merchant and social media influencer channels, influences electronic word-of-mouth (e-WOM) and subsequently influences consumer purchase intention. Grounded in the Elaboration Likelihood Model (ELM), the research employs a quantitative, cross-sectional design, collecting data from a random sample of Sina Weibo users through a self-administered online questionnaire utilizing a five-point Likert scale. Analysis using Smart-PLS software reveals that argument quality, information accuracy, source credibility, and source attractiveness all have a significant positive influence on e-WOM. Furthermore, e-WOM demonstrates a positive influence on consumer purchase intention within the cosmetics market. While the study’s focus on the Chinese cosmetics market and Sina Weibo users may limit the generalizability of the findings, it offers valuable insights for marketers seeking to leverage e-WOM and persuasive information to enhance consumer engagement and purchase intention. This research contributes to the existing literature by examining how persuasive information influences e-WOM and, in turn, purchase intention within this specific context. It highlights the importance of both central and peripheral routes of persuasion (as described in the ELM) in shaping e-WOM. The findings offer practical implications for businesses seeking to optimize their social media marketing strategies. Future studies should explore other product categories and social media platforms to broaden the understanding of these dynamics.