Impact of Platform Differences in Electronic WordOf-Mouth Credibility on Consumer Purchase
Intention

Gao Ke

Word-of-mouth advertising

Internet marketing

Social media marketing

Electronic commerce

Consumer behavior

Interpersonal relations

This study aims to: 1. examine the impact of electronic word-of-mouth (eWOM) credibility on consumer purchase intention; 2. explore the effects of relationship strength and self-disclosure on eWOM credibility; and 3. assess the moderating role of platform type (social media vs. online shopping platforms) in these relationships. A total of 400 valid responses were collected from four major cities in China using structured questionnaires. The research focused on four key variables: relationship strength, self-disclosure, platform type, and eWOM credibility. Structural equation modeling (SEM) and multi-group analysis were employed to test the proposed framework and hypotheses. The findings reveal that: 1. both relationship strength and self-disclosure significantly enhance eWOM credibility; 2. eWOM credibility partially mediates the relationship between relationship strength, self-disclosure, and consumer purchase intention; and 3. platform type significantly moderates these effects. Specifically, relationship strength exerts a stronger influence on eWOM credibility on social media platforms, while self-disclosure has a greater impact on online shopping platforms. This study contributes to the theoretical understanding of digital consumer behavior by integrating platform-specific dynamics into the analysis of eWOM communication. It also offers practical insights for optimizing eWOM strategies across different types of digital platforms.

Keywords: electronic word-of-mouth credibility, platform type, purchase intention, tie strength, self-disclosure

Bansomdejchaopraya Rajabhat University. Office of Academic Resources and Information Technology

Nusanee Meekaewkunchorn

Chaiyawit Muangmee

Tatchapong Sattabut

2025

2026-09-22

2026-09-22

2026-09-22

thesis

application/pdf

eng

Bansomdejchaopraya Rajabhat University

Degree of Doctor of Philosophy

Doctoral degree

Business Administration Program (International Program)

Bansomdejchaopraya Rajabhat University