The effect of electronic word-of-mouth communication on generation Y e-commerce users purchasing behavior

Word-of-mouth communication (WOM) refers to the type of communication where consumers share their experiences, opinions, and recommendations about products, influencing other consumers in the process. Electronic word-of-mouth (e-WOM) is the digital version of this communication, occurring through online platforms via comments, ratings, and evaluations. Consumer reviews and assessments on online platforms are considered crucial factors influencing purchase decisions. It is acknowledged that the Y generation, especially those born between 1980 and 1999, who have grown up with digital technologies, value the experiences and shared information of other consumers, and they tend to make purchase decisions by considering them. This study focuses on the e-WOM orientations of Y generation consumers in online shopping; within this context, the aim is to examine the relationships between online information sensitivity, the credibility of reviews, the number of reviews, e-WOM attitude, and purchase intention. The study is based on a sample of Y generation consumers who engage in online shopping. Data were obtained from 348 participants using a quantitative research method and an online survey approach. The data were analyzed in SPSS, and various statistical analyses were conducted. The findings of the study indicate positive and significant relationships between information sensitivity and the credibility, number, and e-WOM attitude of reviews. As information sensitivity increases, consumers tend to perceive reviews as more credible and are more inclined to post additional reviews. Reliable consumer reviews emerged as an important factor influencing e-WOM attitude. Furthermore, as the number of reviews increases, both e-WOM attitude and purchase intention also increase. These findings demonstrate that Y generation consumers' purchase decisions are influenced by product evaluations, and e-WOM attitude based on these evaluations determines their purchase intentions.