The Role of Electronic Word of Mouth in Influencing Purchase Intention: Mediating Effects of Brand Image in the Sri Lankan Electric Scooter Market

Abstract

The increasing focus on sustainability and technological innovation has significantly transformed consumer behavior, particularly in the transportation sector. In Sri Lanka, the adoption of electric scooters is accelerating due to policy reforms, environmental concerns, and rising fuel costs. This study examines the impact of electronic word-of-mouth (eWOM) on consumers' purchase intentions in the Sri Lankan electric scooter market, with an emphasis on the mediating role of brand image. The research evaluates key eWOM dimensions—including credibility, quality, intensity, and valence—and their influence on brand image and purchase intention. It highlights the growing importance of online consumer discussions in shaping purchase decisions, especially in markets undergoing rapid digital transformation. Employing a quantitative research design, data were collected from 379 respondents in Sri Lanka’s Western Province through structured surveys. The study utilized Structural Equation Modeling (SEM) to test and validate the hypothesized relationships between eWOM, brand image, and purchase intention. Findings reveal that eWOM significantly influences purchase intention both directly and indirectly through its impact on brand image. Credible and high-quality eWOM enhances brand image by fostering trust, reliability, and positive consumer perception, ultimately increasing the likelihood of purchasing electric scooters. These results underscore eWOM’s role as a powerful marketing tool, particularly in mobility markets where consumer trust is a critical factor in decision-making. The study provides valuable consumer insights, indicating that Sri Lankan buyers prioritize credibility, authenticity, and the frequency of online reviews and recommendations when considering electric scooter purchases. Compared to traditional advertising, eWOM is perceived as more trustworthy and relevant, positioning it as an essential channel for influencing consumer behavior. Furthermore, the research suggests that a strong brand image, shaped by positive eWOM, serves as a competitive advantage for brands in the emerging electric scooter market. Despite its contributions, the study has certain limitations. Its focus on the electric scooter industry and the Western Province may limit the generalizability of findings to other regions and industries. Additionally, external factors such as macroeconomic conditions, policy changes, and competitor activities were not accounted for, which may influence consumer decision-making. Future research could address these gaps by expanding the geographic scope, exploring other industry contexts, and incorporating mixed-method approaches to provide deeper insights into the interplay of eWOM, brand image, and purchase intention. From a theoretical perspective, this study enhances the understanding of eWOM’s impact on consumer behavior in emerging markets, particularly by examining the mediating role of brand image in Sri Lanka’s electric mobility sector. Practically, it provides strategic recommendations for marketers and policymakers. Marketers are encouraged to actively manage online reviews, foster credible and engaging eWOM, and invest in brand-building efforts to enhance consumer trust and purchase intention. Policymakers can leverage these insights to promote sustainable transportation initiatives, aligning with broader environmental and mobility goals. Future research could investigate platform-specific eWOM dynamics, comparing the impact of social media reviews versus dedicated online review platforms. Additionally, longitudinal studies could track evolving consumer perceptions of eWOM and brand image over time, offering valuable insights into digital marketing trends within Sri Lanka’s growing electric vehicle sector.