Consumer Purchase Intention
RESEARCH METHODOLOGY
3.1 Theoretical Frame work
The theoretical framework of the research developed after the thorough study of the literature review and on the basis of the conceptualization. The basic purpose of this research is to illustrate the relationship between the dependent and independent variables. The theoretical framework of the research is shown in the diagram given below.
Independent variable Dependent variable
3.2 Hypothesis development
H1: Positive word of mouth is positively and significantly correlated with consumer purchase intention.
Ho: positive word of mouth is negatively correlated with consumer purchase intention.
3.2.2 Negative Word of mouth and Consumer Purchase intention:
H2: Negative word of mouth is
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The relationship between negative word mouth and consumer purchase intention is negative i.e. (r= -1.62, P < 0.05). There is strong relationship between Electronic word of mouth and consumer purchase intention i.e. (r =0.575, p < 0.01) which is slightly higher than the traditional word of mouth (positive and negative).
4.4 Regression analysis:
Predictors Outcomes Beta t P
Positive WOM
Negative WOM
Electronic WOM .214
.048
.494 3.049
.708
6.926 .003
.480
.000
The value of R2 is 37.4 and the value of R2 shows that the variance of dependent variable i.e. consumer purchase intention which is 37.4%. F-statistics with the value 28.449 is significance at level 0.000.
From the above table it is interpret that traditional word of mouth (positive word of mouth) influences the consumer purchase intention with highest value of beta i.e.0.214 at sig .003 and traditional word of mouth (negative word of mouth) influences the consumer purchase intention with value of beta i.e.0.048 at sig .480. Where as electronic word of mouth influences the consumer purchase intention with value of beta 0.494 at sig .000.The above stated result shows that the electronic word of mouth has more impact than the traditional word of
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