EVALUATING FACTORS IMPACTING E-WOM: ONLINE CUSTOMER INSIGHTS ON DURABLE PRODUCTS IN TAMILNADU
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Abstract
The research aims to ascertain the relationships between key factors and e-WoM while uncovering distinct clusters within these factors. A descriptive research design was adopted, and data were collected from 407 respondents who regularly make online purchases. Structured online questionnaires were employed for data collection, utilizing a convenience sampling technique. Correlation analysis unveiled robust and statistically significant positive relationships between various factors and e-WoM. These factors include social media engagement and cultural adaptation, product uniqueness and accessibility, innovation and perception, recency, reliability, and recommendation, local cultural influence and trust, engagement and positive motivation, brand choices and authenticity, and information and engagement with e-WoM. Further exploration of these factors elucidated specific insights. Cultural adaptation was deemed essential, with a strong belief in the importance of products adapting to cultural contexts. Product uniqueness played a pivotal role in influencing online customer behavior, especially in decisions guided by e-WoM. Perceived innovation significantly affected the likelihood of sharing e-WoM about products. Trust in e-WoM, notably from expert reviewers and within social networks, emerged as a critical factor. Local cultural elements and active engagement were powerful motivators for e-WoM generation, as was the authenticity of brands. Information and active engagement with e-WoM reviews also wielded substantial influence. Cluster analysis partitioned respondents into three distinctive groups. "Cautious Traditionalists" (Cluster 1) prioritized traditional values and cultural adaptation but exhibited reluctance toward innovation. "Balanced Explorers" (Cluster 2) displayed a more balanced approach and were receptive to exploring various aspects of e-WoM. The largest group, "Innovative Engagers" (Cluster 3), placed a strong emphasis on innovation, engagement, and trust in e-WoM. These individuals were likely early adopters who actively engaged with e-WoM and considered innovation and trust pivotal in their online purchasing decisions.
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