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The Mediating Role of eWOM in User Engagement and Purchase Intention Evidence from Young Consumers in Virtual Art Exhibitions

In: Proceedings of the 2025 5th International Conference on Informatization Economic Development and Management (IEDM 2025)

Author

Listed:
  • Qingying Jiang

    (Universiti Utara Malaysia, School of Creative Industry Management & Performing Arts)

  • Mohd Noor Abdul Hamid

    (Haikou College of Economics)

Abstract

Social media plays a pivotal role in promoting virtual art exhibitions, particularly through electronic word-of-mouth (e-WOM), which significantly influences user engagement and online purchase intention. This study applies the Stimulus-Organism-Response (S-O-R) theory to explore the relationships among user engagement, e-WOM, and purchase intention in virtual art exhibitions. The results demonstrate that user engagement positively impacts purchase intention, with e-WOM mediating this relationship. Additionally, higher e-WOM fosters greater user engagement and enhances the perceived value of exhibited artworks. These findings highlight the critical role of e-WOM in driving user behavior and purchase decisions. This research provides valuable insights for exhibition managers and art marketers to optimize social media strategies, enhance exhibition influence, and attract young consumers. Future studies could extend this work by examining actual purchasing behavior and exploring cross-cultural generalizability.

Suggested Citation

  • Qingying Jiang & Mohd Noor Abdul Hamid, 2025. "The Mediating Role of eWOM in User Engagement and Purchase Intention Evidence from Young Consumers in Virtual Art Exhibitions," Advances in Economics, Business and Management Research, in: Meilin Zhang & Au Yong Hui Nee & Khurram Shehzad & Sameer Kumar & Ehsan Javanmardi (ed.), Proceedings of the 2025 5th International Conference on Informatization Economic Development and Management (IEDM 2025), pages 348-363, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-724-3_35
    DOI: 10.2991/978-94-6463-724-3_35
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