Influence of Electronic Word Of Mouth on Purchase Decision Making Among E Buyers a Study of Indian BandB Industry

Abstract

newlineThe purpose of this research was to understand and examine the impact of electronic word of mouth on the consumer purchase behavior specifically in the case of bed and breakfast industry. This research primarily focused on answering these main questions: (1) Impact of components of EWOM on consumers perception (valence, diagnosticity, information quality and trust, and source credibility, risk) in the BandB industry; (2) factors affecting the consumers attitude towards EWOM influence in BandB industry and (3) Impact of EWOM influence on the final purchase decision.