本研究的目的是研究电子口碑 (eWOM) 的前因 1 及其对巴基斯坦社交媒体在线购买的消费者购买意愿的影响。通过这项研究，研究人员旨在找出电子口碑 (eWOM) 的前因是否对消费者的购买意愿产生影响，影响客户购买决策的因素有很多，但作者重点关注五个关键的前因并确定了它们的影响。
研究对象为居住在巴基斯坦的保留受访者；为达到论文研究的目的，研究者采用定量的方法收集数据，通过调查系统获取数据，并对MS Excel中的数据进行分析。
研究人员从调查中收集到的数据，然后通过以下测试方法对数据进行验证性因子分析 (CFA)、结构方程模型 (SEM)、异质单性 (HTMT) 分析，以分析假设是否得到支持。该研究的结果和发现表明，这些前因（论据质量、来源可信度、来源吸引力、情感体验和社会支持）与有说服力的电子口碑 (eWOM) 消息相关，并且社交媒体上的 eWOM 传播对消费者的购买意愿，在消费者心目中树立品牌形象。
研究人员得出结论，所有假设都得到充分支持，并且本研究确认电子口碑 (eWOM) 交流确实对消费者的决定产生了积极的影响，并使他们能够在巴基斯坦以最小的网上购物风险做出决定。研究人员还希望贡献有关电子口碑 (eWOM) 及其市场影响的当前专业知识。

The aim of this research was to study the antecedents 1of Electronic Word of Mouth (eWOM) and its impact on consumer buying intentions with respect to the online buying in Pakistan social media. Through this study researcher targets to find out whether antecedents of Electronic Word of Mouth (eWOM) has influential impact on consumer’s purchase intentions, there are many factors that affects the customer’s buying decision but author focused on critical five antecedents and identified their impact.
The study was reserved respondents living in Pakistan; for the objectives of the thesis researcher used quantitative method to collect the data and data were obtained by survey system, and data in MS Excel were analyzed.
The data that was collected from the survey the researcher then analyzed data through following test methods Confirmatory Factor Analysis (CFA), Structural Equation Modeling (SEM), Heterotrait-Monotrait (HTMT) to analyze the hypothesis that hypothesis were supported or not. The results and findings of the study indicated that these antecedents (Argument Quality, Source Credibility, Source attractiveness, Emotional Experience and Social Support) were associated persuasive Electronic Word of Mouth (eWOM) messages and that eWOM communication on social media was positively has impact on consumer’s purchase intentions and building a brand image in the minds of customers.
The researcher conclude that all hypothesis were fully supported and this study affirms that Electronic Word of Mouth (eWOM) communication really affects the consumers decisions positively and enable them to take decision with minimum risk of online shopping in Pakistan. The researcher also looks to contribute the current expertise on Electronic Word of Mouth (eWOM) and its market impacts.