Volume VI Special Issue IV April 2026

Name of Author : Usiya M Joph, Dr. Princy P James

Title of the paper : Transformation from traditional WoM to eWoM: a study on influence of digital buying behavior

Abstract: This study investigates the influence of Electronic Word of Mouth eWOM on online shopping behaviour among students of MG university centers in Kottayam Kerala, a highly digital and connected demographic. Using a descriptive survey of 200 randomly selected respondents, results show complete smartphone and internet access, with 95.5% preferring online shopping. Notably, 91% rely on eWOMreviews, testimonials, and social media feedback when making purchase decisions. Correlation analysis reveals strong positive relationships among eWOM connected behaviours, all statistically significant at p < 0.05, indicating consistent reliance on peer-generated digital content. Grounded in Information Asymmetry, Signaling Theory, Network Effects, and Rational Choice Theory, the study highlights eWOM’s role in reducing uncertainty, enhancing trust, and improving utility in online markets. Recommendations include integrating eWOM into marketing policies, increasing social media engagement, and fostering user interaction. Findings affirm eWOM as a critical trust building tool, significantly shaping purchase intentions and customer satisfaction in the digital economy.

Keywords : Electronic Word of Mouth (eWOM), online shopping, consumer trust, decision making, purchase intention, digital economy

DOI :

Page Number : 266-276