Abstract

LYON-DEL CARPIO, Pamela del Pilar; RIVAS-VILLENA, Jesús Alberto  and  SALAZAR-MENDOZA, Héctor. Impact of Electronic Word of Mouth (e-WOM) on Online Purchasing Decisions: A Systematic Review in Business Contexts. Revista InveCom [online]. 2025, vol.5, n.3, e050312.  Epub Mar 10, 2025. ISSN 2739-0063.  https://doi.org/10.5281/zenodo.14051441.

Research on the influence of E-WOM on consumers' online purchase decisions is essential for companies in a growing digital environment, given the prevalence of digital transactions. This systematic review of the scientific literature identifies trends and optimal techniques by analyzing 60 articles from journals indexed in Web of Science and Scopus. Findings highlight the importance of information credibility and narrative quality in E-WOM perception by buyers, as well as the influence of factors such as generation and product reputation on purchase decisions. It is concluded that E-WOM remains crucial in online consumer decision-making; however, limitations are acknowledged due to the complexity of the decision-making process and the influence of multiple factors on customer selection.

Keywords : decision; online purchase; consumer; product; E-WOM (electronic word of mouth).

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