The influence of users’ experience on the consumer decision making process. An empirical study on social e-word-of-mouth

This paper aims to enhance the knowledge on the influence of electronic word-of-mouth (eWOM) on the consumer’s decision making process. Focusing on products’ reviews on social networks (SNs) an empirical research, built on an online survey with a sample of 175 consumers, was conducted. Results revealed that SNs involvement, reviews’ accessibility, and normative social influence positively improve the attitude towards reviews on SNs. Moreover, reading the products reviews on SNs (social eWOM adoption) significantly influences the intention to purchase those products. The study enriches the literature on products’ reviews and provides companies some guidance for the understanding of the role of social eWOM in influencing consumer behaviour.