IMPACT OF eWOM ON ONLINE BUYING INTENTIONS
IMPACT OF eWOM ON ONLINE BUYING INTENTIONS

Summary/Abstract: Тhe Internet has intensified the impact of eWOM on consumers. Thedevelopment of the digital era that is based on computers and the Internet is followedby the development and adoption of new ways of approaching and assessing consumertrends. The digital platform consists of of web blogs, discussion forums, news sharinggroups, social networks, review websites and online magazines. Online messages thatare shared between users through these digital platforms have become the new wayof communication and socialization. Thanks to these platforms, the traditional word ofmouth communication (WOM) that took place between two participants (the senderand the receiver of the message) is transformed into an electronic word of mouthcommunication (eWOM) that takes place between unlimited number of participants atthe same time. Traditional sale has turned into online sale which in our country is mostrelevant in the last year with the appearance of the world pandemic COVID-19.In the literature, the impact of eWOM has been examined from a variety ofperspectives, and this paper explores its impact on consumers` online intentionsthrough reviews and comments. Reviews give clear assessment of customersatisfaction or dissatisfaction of using the product and help consumers to make theright purchasing decision. Before making the final purchase decision, consumersanalyze their intentions to buy the desired product from a particular store at a specifictime.The impact of еWOM through reviews and comments is explored taking into theaccount: the frequency, forms and ways of leaving these reviews, the gender and ageof the reviewers, as well as the reliability and the popularity of the website as a sourceof information. The research aims to provide a detailed overview of the ways in whichwe can improve our knowledge of the impact of eWOM through reviews and commentson consumers` intentions within our country.

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