Figure 1
The conceptual model shows two grouped sections on the left labeled “Product related factors” and “Personal factors”. Under “Product related factors”, three vertically arranged rectangles are labeled “Perceived quality”, “Brand trust”, and “Price perception”. Under “Personal factors”, three vertically arranged rectangles are labeled “Social media usage”, “Marketing mavenism”, and “Need to evaluate”. From “Perceived quality”, two rightward arrows labeled “H 1” and “H 2” point to “Positive e W O M intention” and “Negative e W O M intention”. From “Brand trust”, two rightward arrows labeled “H 3” and “H 4” point to “Positive e W O M intention” and “Negative e W O M intention”. From “Price perception”, two rightward arrows labeled “H 5” and “H 6” point to “Positive e W O M intention” and “Negative e W O M intention”. From “Social media usage”, two rightward arrows labeled “H 7” and “H 8” point to “Positive e W O M intention” and “Negative e W O M intention”. From “Marketing mavenism”, two rightward arrows labeled “H 9” and “H 10” point to “Positive e W O M intention” and “Negative e W O M intention”. From “Need to evaluate”, two rightward arrows labeled “H 11” and “H 12” point to “Positive e W O M intention” and “Negative e W O M intention”. A rightward arrow labeled “H 13” emerges from “Positive e W O M intention” and points to “Intention to re-purchase”, and another rightward arrow labeled “H 14” emerges from “Negative e W O M intention” and points to “Intention to re-purchase”.The research framework