Tee Xue Hui
Faculty of Business, Raffles University Iskandar
Johor Bahru, Johor, Malaysia. Email: firstname.lastname@example.org
Web-based technologies have created numerous opportunities for word of mouth (WOM) communication within the online community. This phenomenon affects retailers as this easily accessible information could greatly impact the consumers’ purchase decision. The purpose of this study is to examine the effect of source credibility on consumers’ purchase intention in Malaysia online community. A questionnaire survey would be conducted with a sample of 120 university students who had experience within the online community. The respondents were required to complete the survey regarding source creditability received from the online and tertiary platform. Data would be analysed by using Statistical Package for the Social Science (SPSS) software version 23 to conduct descriptive statistical analysis and regression analysis accordingly. The empirical result reviewed that source credibility has a significant impact on consumer purchase intention. In managerial and theoretical implication, this study contributed the insight to organizations and marketers in deciding the degree of the message source to be integrated into the marketing tactic development.
Keywords: Word Of Mouth Communication, Source Credibility, Consumer Purchase Intention, Online Community, Malaysia2-001TXH-Final