Purpose

The aim of this research is to combine and synthesize the findings of previous studies search for the effects of eWom on purchase intention by meta-analysis.

Design/methodology/approach

The paper shows a meta-analysis process step by step. Within the scope of certain criteria, the studies in the Google Scholar and ITÜ library databases were eliminated and the results of the remaining 19 studies were analyzed in CMA (Comprehensive Meta-Analysis) program.

Findings

By conducting a meta-analysis of the research question, a common effect size was obtained from 19 studies. In addition, the effect size of 21 eWom (electronic word of mouth communication) factor on purchasing intention related to the 21 hypotheses defined in the study was obtained by means of meta-analysis separately.

Originality/value

With the increasing number of Internet users, the desire to share their comments and ideas on the Internet, and the increasing importance of electronic word of mouth communication in our lives, people's decisions have started to be affected by this situation. One of the decision-making movements is the purchase intention. Therefore, it is expected to see more researches on meta-analysis for the effect of eWom on purchase intention in the following years.

中文翻译：

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eWom 对购买意愿的影响：荟萃分析

目的

本研究的目的是结合和综合以往研究的结果，通过荟萃分析寻找 eWom 对购买意愿的影响。

设计/方法/方法

该论文逐步展示了荟萃分析过程。在某些标准范围内，Google Scholar 和 ITÜ 图书馆数据库中的研究被剔除，其余 19 项研究的结果在 CMA（综合元分析）程序中进行分析。

发现

通过对研究问题进行荟萃分析，从 19 项研究中获得了共同的效应量。此外，分别通过荟萃分析获得了与研究中定义的21个假设相关的21个eWom（电子口碑传播）因素对购买意愿的影响大小。

原创性/价值

随着互联网用户数量的增加、在互联网上分享他们的评论和想法的愿望以及电子口碑传播在我们生活中的重要性日益增加，人们的决策开始受到这种情况的影响。决策动作之一是购买意向。因此，预计未来几年将有更多关于eWom对购买意愿影响的荟萃分析研究。