THE INFLUENCE OF ELECTRONIC WORD-OF-MOUTH ON CONSUMER PURCHASE INTENTION: THE ROLES OF SOURCE CREDIBILITY, MESSAGE APPEAL, AND BRAND EQUITY

Abstract

Electronic word-of-mouth (eWOM) has become an important source of information in consumers’ purchase decisions, particularly in digitally connected markets such as the cellular phone industry. Drawing on the Elaboration Likelihood Model (ELM), this study examines how message source credibility, message appeal, and brand equity influence consumer purchase intention, while investigating the mediating role of eWOM and the moderating role of product involvement. This study used a quantitative, cross-sectional survey design and collected data from 224 cellular phone consumers. The researcher examined the hypothesized relationships using correlation analysis, multiple regression, mediation analysis, and moderation analysis. The findings indicate that message source credibility (β = .281), message appeal (β = .350), and brand equity (β = .375) positively and significantly influence purchase intention, with brand equity demonstrating the strongest direct effect. The findings further provide evidence consistent with the proposed mediating role of eWOM in the relationships between these three antecedents and purchase intention. In addition, product involvement positively moderates the relationship between eWOM and purchase intention (β = .139), indicating that the influence of eWOM becomes stronger at higher levels of product involvement. Overall, the findings highlight the importance of credible sources, appealing messages, established brand equity, and consumer-generated online communication in shaping purchase intentions. The study extends eWOM research by integrating its mediating role with product involvement as a boundary condition within an ELM-based framework and offers practical implications for marketers seeking to strengthen digital communication and consumer engagement.