Iranian Journal of Information Processing and Management

Iranian Journal of Information Processing and Management

The Role of Electronic Word-of-Mouth Information Quality and Credibility in Shaping Purchase Intention: The Mediating Effects of Information Usefulness and Adoption

Document Type : Original Article

Authors
hossein norouzi 1
Shiva barzegar 2
1 Associate Professor, Faculty of Management, Kharazmi University, Tehran
2 MSc. Department of Business Management, Faculty of Management, University of kharazmi, Tehran ,Iran
10.22034/jipm.2025.2061213.2023
Abstract
The remarkable growth of social media platforms has led to the expansion of novel marketing tools such as electronic word-of-mouth (eWOM), which plays a significant role in shaping consumer decision-making and purchase behavior. Increasing competition, along with rapid and extensive access to information and recommendations has elevated the importance of information quality and credibility. This study investigates the qualitative components and credibility of eWOM information as well as user characteristics in forming online purchase intention. The theoretical framework is developed based on variables including quality, credibility, and attractiveness of information (as message features), and users’ need and attitude toward information (as individual traits). The target population comprises Iranian users interested in online shopping with the main objective being to elucidate the process of eWOM information acceptance and its effect on purchase intention, while identifying key influencing factors.
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The present study is a descriptive survey in nature and employs a quantitative approach. The statistical population consisted of 390 active online shoppers, selected through nonprobability sampling. Data was collected via a standardized Likert-scale questionnaire, and instrument validity was assessed using reliability tests (Cronbach’s alpha, composite reliability, AVE). Structural Equation Modeling (SEM) and Smart PLS software were used to analyze the data. Model fit indices including GOF, Q2, R2, and path coefficients were calculated to test the hypotheses. In addition to confirmatory factor analysis, mediating variables such as perceived usefulness and information adoption in the relationships between independent variables and purchase intention were examined. All relationships and effects among variables were statistically interpreted.
​Results reveal that the quality and credibility of eWOM information, coupled with a positive user attitude towards information, significantly enhance purchase intention. While message attractiveness does not directly influence perceived usefulness, qualitative factors and credibility of information lead to greater perceived usefulness and information adoption. Furthermore, the more users perceive the information as useful and acceptable, the greater its impact on purchase intention. The findings underscore the prominent mediating role of specific variables in the process of forming purchase intention. Final analysis demonstrates that users rely more on valid experiences and recommendations from other users for purchasing decisions, and that positive, credible reviews reinforce brand image and purchase trust.
​The study provides evidence that the quality and credibility of eWOM information play a fundamental role in enhancing the impact of promotional messages on social networks, thereby influencing consumer online purchase intention. SEM analysis indicates that perceived usefulness and information adoption act as mediators, facilitating the transmission of eWOM message features to purchase intention, while the direct effect of message attractiveness on perceived usefulness is not significant. This suggests that cognitive aspects outweigh purely visual or linguistic appeal in guiding consumer behavior. The study emphasizes the necessity for brands to invest in generating high-quality, credible, and useful content on social platforms and demonstrates that valid user reviews and recommendations can foster greater trust, loyalty, and ultimately improve purchase rates. Consequently, marketers should design strategies to enhance the credibility and value of delivered information for more impactful consumer decision-making. By presenting a context-driven and updated model in online consumer behavior, this study also sets the groundwork for future research on emotional and cultural dimensions of information acceptance.
Keywords
Electronic Word-Of-Mouth
Information Need
Information Usefulness
Information Adoption
Purchase Intention
Subjects
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  • Receive Date 27 May 2025
  • Revise Date 17 October 2025
  • Accept Date 19 October 2025