Millennials’ Impression of E-WOM On Purchase Decisions in India

Abstract

- E-WOM refers to the informal form of communication between people discussing about the product or service or about the Company over the internet which can be either positive or negative. Our major focus is on Millennials in India because it is this generation that has seen the advent of technology boom and hence have been the spectator of Internet growth from its very beginning. There are 3 Independent variables (Online trust, Purchase intention, Quality & Quantity) and 1 dependent variable (EWOM credibility) to study the impact of E-WOM on purchase decisions of millennials. The data analysis was done using Multiple Linear regression to know the impression of dependent variables (EWOM credibility) on independent variable. This study can help companies in understanding that they need to work on building strong online trust in terms of EWOM credibility which in turn will influence millennial’s purchase intentions and hence increase sales but it also gives emphasis on the fact that sometimes millennials just come online and surf through the website without purchasing anything. As such this leads to EWOM credibility getting hurt.