THE IMPACT OF WORD OF MOUTH ON ONLINE PURCHASING DECISIONS IN ERBIL: AN ANALYSIS OF BOMBEENE INTERNATIONAL’S ONLINE SHOPPING USERS.
The study examined the impact of word of mouth on online purchasing decisions in Erbil: an analysis of Bombeene International’s online shopping users. A total of 350 questionnaires were distributed to Erbil consumers who make use of Bombeene International to make online purchases. Descriptive statistics, independent t-test and Cronbach’s alpha and correlation coefficient test were employed to analyse the impact of eWOM on online consumer purchasing decisions. The results of the study was based on the developed conceptual framework outlining the importance of message sources, message content and eWOM networks. The results of the study showed that positive improvements in message sources, message content and eWOM networks have positive effects on online consumer purchasing decisions. eWOM network was observed not be correlated with online purchasing decisions.