Muhammad Bilal
Current Organizations / Institutes
The organizations/institutes from the scholar's latest article
Research Subjects
Muhammad Bilal has a total of 4 co-authors. Here are the top co-authors by number of shared publications:
- Aleš Trunk
International School for Social and Business Studies, 3000 Celje, Slovenia
1 shared publication - Jianqiu Zeng
School of Economics and Management, Beijing University of Posts and Telecommunications, Beijing 100876, China
1 shared publication - Mingyue Fan
School of Management, Jiangsu University
1 shared publication - Suad Dukhaykh
Management Department, College of Business, King Saud University, Riyadh 11451, Saudi Arabia
1 shared publication
Latest Publications
- Open Access
- 28 April 2021
- Published by MDPI AG in Information
- Vol. 12 (5) , 192
Understanding the Effects of eWOM Antecedents on Online Purchase Intention in China
Drawing on social identity theory, this study aims to examine the impact of antecedents of eWOM on the online purchase intention (OPI) of fashion-related products. In addition, social media usage moderates the relationship between eWOM and OPI. A structured questionnaire was completed by a sample of 477 Chinese WeChat users. An online survey was conducted in two metropolitan cities (Beijing and Shanghai). The hypotheses were tested using structural equation modeling (SEM) generated by AMOS 22. The findings of this study found that all five antecedents of eWOM, such as fashion involvement, sense of belonging, trust, tie strength, and informational influence, positively related to the OPI of fashion products in China. Furthermore, eWOM significantly mediates the relationship between fashion involvement, sense of belonging, trust, informational influence, and OPI. The current study is considered the first to examine the role of eWOM in stimulating OPI through social media usage for fashion-oriented products in China. As such, it enriches the online buying literature by exploring the OPI mechanism through eWOM antecedents and validating the importance of social media factors in the development of online buying intention compared to previous studies. Furthermore, it provides several theoretical and practical implications, along with future opportunities.
- 28 April 2021
- Published by MDPI AG in Information
- Vol. 12 (5) , 192
Open AccessUnderstanding the Effects of eWOM Antecedents on Online Purchase Intention in China
Drawing on social identity theory, this study aims to examine the impact of antecedents of eWOM on the online purchase intention (OPI) of fashion-related products. In addition, social media usage moderates the relationship between eWOM and OPI. A structured questionnaire was completed by a sample of 477 Chinese WeChat users. An online survey was conducted in two metropolitan cities (Beijing and Shanghai). The hypotheses were tested using structural equation modeling (SEM) generated by AMOS 22. The findings of this study found that all five antecedents of eWOM, such as fashion involvement, sense of belonging, trust, tie strength, and informational influence, positively related to the OPI of fashion products in China. Furthermore, eWOM significantly mediates the relationship between fashion involvement, sense of belonging, trust, informational influence, and OPI. The current study is considered the first to examine the role of eWOM in stimulating OPI through social media usage for fashion-oriented products in China. As such, it enriches the online buying literature by exploring the OPI mechanism through eWOM antecedents and validating the importance of social media factors in the development of online buying intention compared to previous studies. Furthermore, it provides several theoretical and practical implications, along with future opportunities.