Impact of Website Reputation and Source Credibility on Perceived Ewom Credibility and Consumer Purchase Intentions

Aim: This study investigated how perceived positive eWOM review credibility influences consumer decision-making, focusing on its effects on product attitude, website attitude, and purchase intention. It also examines the roles of website reputation and source credibility in shaping eWOM review credibility. Methodology: A structured questionnaire was administered to 642 respondents, and the data were analysed using Confirmatory Factor Analysis (CFA) and Structural Equation Modelling (SEM) to test the hypotheses and validate the constructs. Findings: The analysis supports all hypotheses, showing significant positive relationships between perceived positive eWOM and website reputation, source credibility, and other variables. However, the overall model fit is poor, indicating that adjustments are needed due to some insignificant direct paths. Managerial Implications: Focus on enhancing factors that boost perceived positive eWOM credibility, such as improving website reputation and source credibility, to better influence product attitudes and purchase intentions. Originality and Research Contributions: This study offers original insights into how perceived positive eWOM credibility impacts consumer attitudes and purchase intentions, integrating factors like website reputation and source credibility. Its contributions include a refined understanding of the pathways through which eWOM influences consumer behaviour and actionable implications for enhancing eWOM strategies in marketing.