Factors affecting eWOM credibility, information adoption and purchase intention on Generation Y: a case from Thailand

Purpose: With the ever-expanding online shopping, electronic word-of-mouth (eWOM) has become a significant factor affecting the consumer decision-making behaviour. This is specially the case when considering Generation Y (Millennials), who are old enough to be independent buyers and young to be almost immersed in online living. This article aims to assess the impact of eWOM on purchase intention by developing a conceptual model of hypotheses encompassing a multitude of factors that may be associated with this relationship. Design/methodology/approach: The researcher investigates what factors impact eWOM credibility and make the consumer may adopt it when making a purchase. To examine our research model, a quantitative approach is employed for this purpose using a sample through online survey from Thailand – where there is a large number portion Generation Y consumer base. Findings: It was found that source style as a visual attribute information is the most significant factor that may impact eWOM credibility in addition to source credibility, argument quality and source homophily, respectively. Practical implications: From a practical point of view, it helps firms to understand what needs to be taken into consideration when building their marketing strategy. Originality/value: This is believed to add significant insights into the eWOM literature by identifying its route of impact toward the purchase intention on Generation Y