ISSN 2394-5125
 

Review Article 


THE IMPACT OF EWOM ON PURCHASE INTENTION: THE ROLE OF SUBJECTIVE NORMS, BRAND ATTITUDE AND PESTER POWER

FATEMEH YAVARI GOHAR, MAHMOUD MOHAMMADIAN, PEYMAN SEYYEDI.

Abstract
Nowadays, marketing and tourism are more intertwined than ever before, the importance of measuring the different marketing components is
crucial to the success of tourism planning. Marketing in services is far more complex than goods, as the service provider's own presence in the
service cycle makes it more complex to review. In this study, "pester power" has been studied in tourism studies and the purpose of this research is
to answer questions such as: what’s the effect of pester power in decision making for choosing a tourist destination? In the analytical statistics of
this research, factor analysis is used to determine the role and position of each component of research and to confirm whether the constructs used
in the model are valid and whether the data supports the research model or not using AMOS. In order to test the hypotheses, correlation test and
structural equations are used to measure the correlation and determine the existence of a linear relationship between variables. The results showed
that pester power moderates the relationship between eWOM and Purchase Intention, but does not moderates the other two, Subjective Norm and
Purchase Intention, and Brand Attitude and Purchase Intention.

Key words: eWOM, Brand Attitude, Subjective Norms, Purchase Intention, Pester Power


 
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How to Cite this Article
Pubmed Style

FATEMEH YAVARI GOHAR, MAHMOUD MOHAMMADIAN, PEYMAN SEYYEDI. THE IMPACT OF EWOM ON PURCHASE INTENTION: THE ROLE OF SUBJECTIVE NORMS, BRAND ATTITUDE AND PESTER POWER. JCR. 2020; 7(17): 3536-3547. doi:10.31838/jcr.07.17.442


Web Style

FATEMEH YAVARI GOHAR, MAHMOUD MOHAMMADIAN, PEYMAN SEYYEDI. THE IMPACT OF EWOM ON PURCHASE INTENTION: THE ROLE OF SUBJECTIVE NORMS, BRAND ATTITUDE AND PESTER POWER. http://www.jcreview.com/?mno=36475 [Access: August 17, 2021]. doi:10.31838/jcr.07.17.442


AMA (American Medical Association) Style

FATEMEH YAVARI GOHAR, MAHMOUD MOHAMMADIAN, PEYMAN SEYYEDI. THE IMPACT OF EWOM ON PURCHASE INTENTION: THE ROLE OF SUBJECTIVE NORMS, BRAND ATTITUDE AND PESTER POWER. JCR. 2020; 7(17): 3536-3547. doi:10.31838/jcr.07.17.442



Vancouver/ICMJE Style

FATEMEH YAVARI GOHAR, MAHMOUD MOHAMMADIAN, PEYMAN SEYYEDI. THE IMPACT OF EWOM ON PURCHASE INTENTION: THE ROLE OF SUBJECTIVE NORMS, BRAND ATTITUDE AND PESTER POWER. JCR. (2020), [cited August 17, 2021]; 7(17): 3536-3547. doi:10.31838/jcr.07.17.442



Harvard Style

FATEMEH YAVARI GOHAR, MAHMOUD MOHAMMADIAN, PEYMAN SEYYEDI (2020) THE IMPACT OF EWOM ON PURCHASE INTENTION: THE ROLE OF SUBJECTIVE NORMS, BRAND ATTITUDE AND PESTER POWER. JCR, 7 (17), 3536-3547. doi:10.31838/jcr.07.17.442



Turabian Style

FATEMEH YAVARI GOHAR, MAHMOUD MOHAMMADIAN, PEYMAN SEYYEDI. 2020. THE IMPACT OF EWOM ON PURCHASE INTENTION: THE ROLE OF SUBJECTIVE NORMS, BRAND ATTITUDE AND PESTER POWER. Journal of Critical Reviews, 7 (17), 3536-3547. doi:10.31838/jcr.07.17.442



Chicago Style

FATEMEH YAVARI GOHAR, MAHMOUD MOHAMMADIAN, PEYMAN SEYYEDI. "THE IMPACT OF EWOM ON PURCHASE INTENTION: THE ROLE OF SUBJECTIVE NORMS, BRAND ATTITUDE AND PESTER POWER." Journal of Critical Reviews 7 (2020), 3536-3547. doi:10.31838/jcr.07.17.442



MLA (The Modern Language Association) Style

FATEMEH YAVARI GOHAR, MAHMOUD MOHAMMADIAN, PEYMAN SEYYEDI. "THE IMPACT OF EWOM ON PURCHASE INTENTION: THE ROLE OF SUBJECTIVE NORMS, BRAND ATTITUDE AND PESTER POWER." Journal of Critical Reviews 7.17 (2020), 3536-3547. Print. doi:10.31838/jcr.07.17.442



APA (American Psychological Association) Style

FATEMEH YAVARI GOHAR, MAHMOUD MOHAMMADIAN, PEYMAN SEYYEDI (2020) THE IMPACT OF EWOM ON PURCHASE INTENTION: THE ROLE OF SUBJECTIVE NORMS, BRAND ATTITUDE AND PESTER POWER. Journal of Critical Reviews, 7 (17), 3536-3547. doi:10.31838/jcr.07.17.442