The Impact of eWOM Quality on Purchase Intention in E-commerce: The Dual Mediating Role of Trust and Perceived Risk

Abstract

In the context of burgeoning e-commerce, eWOM serves as a market signal that helps consumers establish trust and mitigate perceived risks before making a purchase decision. This study develops and tests a dual mediating model to clarify the impacts of eWOM quality (EWQ) and eWOM credibility (EWC) on purchase intention (PI) through the mediating roles of trust (TR) and perceived risk (PR). Quantitative survey data were collected from B2C consumers in Da Nang who purchased goods on e-commerce platforms between November 2025 and January 2026. The findings highlight managerial implications for managing online reviews, enhancing trust signals, and reducing perceived risks to improve conversion rates.