The impact of e-wom and brand image on purchase intention : an empirical study through theory of planned behaviour

Abstract

This study explores factors affecting customers` intentions to purchase smartphones among the International Islamic University Malaysia student population. A quantitative approach was applied whereby data was collected through the use of 360 structured questionnaires distributed among local and foreign students in the university. This study proposes a conceptual model based on the Theory of Planned Behaviour (TPB) with new additional variables. It investigates the direct impact of the TPB factors, namely, Attitude toward Behaviour (ATB), Subjective Norms (SN) and Perceived Behavioural Control (PBC), with the newly considered factors namely Electronic Word of Mouth (e-WOM) and Brand Image (BI) on the student`s intention to purchase a Smartphone. To test factor validity and effectiveness of the proposed model, factor analysis and multiple regressions were applied. The findings revealed that e-WOM, Brand Image, and Perceived Behavioural Control contribute significantly to customers’ intentions whereas, Attitude toward Behaviour and Subjective Norms have no significant effect. These findings are valuable for marketing managers and telecommunication companies that promote smartphones alongside data plans among student populations.