Electronic Word of Mouth and Online Purchase Decisions: The Mediating Role of Consumer Trust

Abstract

The rapid expansion of e-commerce has intensified consumers’ reliance on Electronic Word of Mouth (eWOM) as a critical source of information for online purchase decisions. This study examines how key dimensions of eWOM valence, volume, credibility, and quality influence purchase intention in e-commerce, with consumer trust serving as a mediating variable. Using a structured questionnaire, data were collected from 164 online shoppers and analyzed through multiple regression and mediation analysis employing SPSS. The results reveal that all four eWOM dimensions exert a significant positive influence on consumer trust, collectively explaining 59% of its variance. Furthermore, consumer trust demonstrates a strong and significant effect on purchase intention, accounting for 44% of the variance. Mediation analysis based on the Baron and Kenny approach confirms that consumer trust partially mediates the relationship between eWOM dimensions and purchase intention, indicating both direct and indirect effects of eWOM on conversion outcomes. The findings highlight that credible, high-quality, and positively perceived online reviews reduce perceived risk, enhance trust, and facilitate the transition from online engagement to actual purchase behavior. This study contributes to eWOM and e-commerce literature by offering an integrated, conversion-oriented framework that links online reviews to trust formation and purchasing intention. Practically, the results suggest that e-commerce platforms should strategically manage and promote authentic, informative, and trustworthy consumer-generated content to strengthen customer trust and improve conversion rates.