The Effect of eWOM on Purchase Intention for Korean-brand Cars in Russia: The Mediating Role of Brand Image and Perceived Quality

Journal of Korea Trade Vol. 23, No. 5, August 2019, 102-117

16 Pages Posted: 10 Dec 2019

See all articles by Yu Evgeniy

Yu Evgeniy

affiliation not provided to SSRN

Kangmun Lee

affiliation not provided to SSRN

Taewoo Roh

Soonchunhyang University

Date Written: August 14, 2019

Abstract

Purpose – This paper tried to identify the impact of electronic word of mouth (eWOM) on purchase intention (PI) of Korean-brand cars in the context of Russian consumers, taking into consideration the credibility, quality, and quantity of eWOM while also considering the mediation effects of brand image (BI) and perceived quality (PQ). Although there is a considerable number of studies discussing the impact of eWOM determinants on PI, not many studies were conducted focusing on the Russian market.

Design/methodology – This paper is considered to fill this gap between eWOM and (PI) and, in order to do so, 211 Russian respondents were randomly selected. Descriptive analysis, factor, and reliability analysis were conducted using SPSS version 22.0. While structural equation modeling was conducted using AMOS version 24.0.

Findings – The results display that, in terms of Russian consumers’ perception, eWOM credibility, quality, and quantity for Korean-brand cars show a substantial impact on PI. The mediation effects of brand image, as well as perceived quality, were also supported by analysis. In the final part of the paper, theoretical and managerial implications alongside limitations with further research suggestions are presented.

Originality/value – This study endeavored to explore the degree of impact of eWOM and mediating roles of BI and PQ on Russian customer intentions to buy Korean-brand cars.

Keywords: Brand Image, Electronic Word of Mouth, eWOM Credibility, eWOM Quantity, eWOM Quality, Perceived Quality, Purchase Intention

JEL Classification: F23, L23, L62

Suggested Citation

Evgeniy, Yu and Lee, Kangmun and Roh, Taewoo, The Effect of eWOM on Purchase Intention for Korean-brand Cars in Russia: The Mediating Role of Brand Image and Perceived Quality (August 14, 2019). Journal of Korea Trade Vol. 23, No. 5, August 2019, 102-117 , Available at SSRN: https://ssrn.com/abstract=3492157

Yu Evgeniy (Contact Author)

affiliation not provided to SSRN

Kangmun Lee

affiliation not provided to SSRN

Taewoo Roh

Soonchunhyang University ( email )

Shinchangmyun, Asan 336-745

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