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

DOI

10.2991/978-94-6463-724-3_35How to use a DOI?

Keywords

Virtual Art Exhibitions; Engagement; e-WOM; Young Consumers; Online Purchase Intention

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.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Qingying Jiang
AU  - Mohd Noor Abdul Hamid
PY  - 2025
DA  - 2025/05/26
TI  - The Mediating Role of eWOM in User Engagement and Purchase Intention Evidence from Young Consumers in Virtual Art Exhibitions
BT  - Proceedings of the 2025 5th International Conference on Informatization Economic Development and Management (IEDM 2025)
PB  - Atlantis Press
SP  - 348
EP  - 363
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-724-3_35
DO  - 10.2991/978-94-6463-724-3_35
ID  - Jiang2025
ER  -