Electronic Word-of-Mouth Information Adoption by Online Consumers

The aim of present study is to provide an understanding on the importance of eWoM and the information adoption by online consumers via eWoM. This study signifies the importance of eWoM and its relation towards information adoption by online consumers. Information Adoption Model by Sussman and Siegal (2003) is used to develop the conceptual framework in understanding information adoption by online consumers via eWoM. Working adults with online purchase experience are selected as sample for this study. On a sample size of 50 Malaysian e-shoppers from Kuala Lumpur, an open ended questionnaire was used as a primary data collection method. The uniqueness of this paper is the emphasis on eWoM and information adoption process which is important for online consumers to progress to the next stage. Finally, this article maps out how future research can be more sensitive to how eWoM actually involved in the purchasing decision by online consumers.