The Effect of Electronic word of Mouth in Enhancing purchasing behavior: A Survey of Students at the University of Mosul.

Abstract

The current research aims to study the effect of electronic spoken word in enhancing purchasing behavior among students at the University of Mosul, as electronic spoken word represents one of the most interactive and widespread means of communication, and therefore it is expected to have an effective effect (positive or negative) on the purchasing behavior of individuals. In order to achieve this goal, the research model was designed, starting to confront competitive changes and challenges, as the independent variable represented by the electronic spoken word represented by (credibility of information, quality of information, usefulness of information, attitude toward information), and the dependent variable represented by purchasing behavior, which is (attitudes toward purchasing via Internet, beliefs underlying the buying situation, expected risks, personal standards). The research relied on the descriptive analytical method, and the questionnaire form was designed based on previous studies as a tool for collecting data. Two hypotheses emerged from the research model, and the data were analyzed using SPSS.V.25 & AMOS.V. (24) to describe the study variables and test its hypotheses using the confirmatory factor analysis method. The statistical results showed that there is a significant influence relationship between the electronic spoken word and And purchasing behavior was in the positive direction with the emergence of a discrepancy between the dimensions and between the variables within one dimension. The researcher suggested that the individuals in the research sample should attract current or potential individuals if they were able to provide services of distinguished quality and specifications, as individuals could share their experience via... The Internet in a way that allows them to obtain services that may satisfy their renewed needs and desires.