TY  - JOUR
T1  - Studying the Role of Positive Electrical Word of Mouth (EWOM) on the Willingness to Buy
with Considering the Moderating Role of Consumer’s Personality
AU - Kamalinasab, M.H. AU - Sami, A. AU - Zendedel, A. 
JO  - Research Journal of Applied Sciences
VL  - 14
IS  - 9
SP  - 272
EP  - 281
PY  - 2019
DA  - 2001/08/19
SN  - 1815-932x
DO  - rjasci.2019.272.281
UR  - https://makhillpublications.co/view-article.php?doi=rjasci.2019.272.281
KW  - willingness to buy
KW  -personality
KW  -Electronic Word of Mouth (EWOM)
KW  -Ecommerce
KW  -neurotic
KW  -extrovert
AB  - In today’s highly competitive markets,
companies are looking for new ways to attract new
consumer’s attention and influence their behavior. One of
the most effective methods of this form of communication
that takes place among individuals is word of mouth that
became electronic with the advent of internet and digital
social networks. Word of mouth is important, since, it
affects people’s willingness to buy and reducing the risk
associated with customer’s purchasing decisions. The aim
of this study is to investigate the influence of word of
mouth on the willingness to buy with note of the
moderating role of personality. The results indicate that
the personality of the information receiver can
overshadow the influence of EWOM on the consumer’s
willingness to buy. The relationship between personality
types as extrovert, agreeable, neurotic and open to
experience with the willingness to buy that is impressed
by electronic word of mouth, shows the importance of the
fitness of information with the personality of the receiver.
ER  -