Examining the effects of eWOM and consumer based brand equity on intention to purchase electronic products: a study on Malaysian consumers

This study aims to examine the impact of eWOM and consumer based brand equity on Malaysian consumers’ intention to purchase electronic products. The primary data for this research was gathered through the distribution of online surveys. The final sample consisted of 245 Malaysian online shoppers selected by the purposive sampling method. The results confirm that eWOM and consumer-based brand equity are the key factors that influence Malaysian consumers’ intention to purchase electronic products. Theoretical and practical implications are discussed as well as recommendations for future research.