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An Empirical Analysis of Receiver's Psychological Characteristics in eWOM Engagement

Customer engagement in e-commerce (CEE) is paramount to success and CEE can be achieved by engaging customers in eWOM. However, every customer perceives the eWOM message from their perspective. There is a limited number of studies conducted on Receiver’s characteristics of eWOM and hence, the purpose of this research is to analyse the different personal characteristics of the Receivers of eWOM and their influence on eWOM communication’s effectiveness. The quantitative research is carried out with the help of existing scales items from relevant literature. The final analysis included 503 responses. Further, EFA, CFA and Structural Equation Modelling techniques are used to determine the empirical relationships among variables. Five major characteristics of Receivers were identified to understand their relationship with purchase intention, attitude change and brand image. The paper found a significant relationship between hypothesized variables. This study will contribute to the likelihood of profiling receivers and significantly improve the impact of eWOM on e-engagement.