Résumé:
This dissertation investigates the impact of electronic word of mouth (eWOM) on online
consumer purchase intentions. It examines how the credibility of the source, the nature of the
information shared, and the frequency of review reading influence consumer behavior. The
research is divided into a theoretical literature review and an empirical study. The literature
review explores key aspects of eWOM, including its definition, types, and role in the online
purchase decision process. The empirical study, based on a questionnaire of 311 respondents,
tests four hypotheses: (1) buying-related information positively impacts customers' perception
of reviews, (2) the credibility and nature of eWOM significantly influence purchase
intentions, and (3) frequent review reading positively impacts purchase intentions. The
findings confirm all three hypotheses, highlighting that detailed and credible eWOM enhances
purchase intentions, while negative eWOM deters them. The study underscores the
importance of frequent eWOM engagement in shaping consumer behavior and provides
recommendations for businesses to optimize their eWOM strategies, such as encouraging
detailed reviews, managing negative feedback, leveraging credible sources, and promoting
regular consumer engagement. This research contributes to the understanding of eWOM and
offers insights for businesses aiming to leverage eWOM effectively to influence consumer
purchase intentions.
