Beyond Credibility: Understanding the Mediators Between Electronic Word-of-Mouth and Purchase Intention

This study examines the mediating role of five variables in the relationship between eWOM credibility and purchase intention. Data were collected via an online survey of 359 Romanian participants and analyzed using Structural Equation Modeling. The results show that perceived product quality, emotional response to eWOM and perceived buying risk fully mediate this relationship, while brand trust and brand engagement do not. These findings suggest that effective eWOM communication should enhance quality perceptions, evoke positive emotions, and boost customer confidence by reducing perceived purchasing risks.