Shaping Clicks into Carts: The Role of Ewom in E-Commerce Decisions

Abstract

With the quick growth of e-commerce platforms, Electronic Word of Mouth (eWOM) has become a key element in influencing consumer choice in the digital marketplace. This study looks into how electronic word-of-mouth, or eWOM, affects e-commerce customers' purchasing decisions. Utilizing a sample of 100 respondents for demographic analysis, the study investigated the effects of psychological (emotional, social, cognitive, and moral) and informational (quality, quantity, type, and source credibility) factors on the adoption of eWOM. According to the results, 60 percent of respondents have been regular online shoppers, and 91 percent of respondents have digital experience. The adoption of eWOM was most strongly predicted by source credibility, with informational influences exhibiting high mean values. While emotional and social influences were closely related, psychological influences showed that moral factors were the most important. Correlation analysis validated robust positive associations between variables, especially between brand loyalty and demographics and between source credibility and the number of reviews. Based on trust, social resonance, and ethical considerations, eWOM influences consumer behavior; demographic factors moderate this relationship, the study concludes. According to these results, companies should concentrate on eWOM tactics that are genuine, believable, and socially interesting in order to increase customer trust and boost online sales.