Effect of Electronic Word of Mouth (E-WOM) and Perceived Value on Purchase Intention During the COVID-19 Pandemic: The Case of Ready-To-Eat Food

Abstract

This study examines whether electronic word-of-mouth (e-WOM) and customer's perceived value affect the purchase intention on ready-to-eat food. The contribution could be more understanding of the impact of electronic word of mouth (e-WOM) and customer's perceived value on purchase intention on ready-to-eat food to enhance the digital marketing strategy effectiveness. The research model was analyzed from 417 ready-to-eat food customers (respondents) in Satun, Thailand. The data were analyzed using the multiple regression analysis (MRA). It reveals that electronic word of mouth (e-WOM) and customer perception in monetary value, hedonic value, and utilitarian value significantly influenced purchase intention of ready-to-eat food. The utilitarian value had the most influence on purchase intention, followed by a hedonic value, electronic word of mouth (e-WOM), and monetary value.

Keywords: electronic word of mouth (e-WOM), perceived value, ready-to-eat, purchase intention, digital marketing