Abstract: In todays highly competitive markets, companies are looking for new ways to attract new consumers attention and influence their behavior. One of the most effective methods of this form of communication that takes place among individuals is word of mouth that became electronic with the advent of internet and digital social networks. Word of mouth is important, since, it affects peoples willingness to buy and reducing the risk associated with customers purchasing decisions. The aim of this study is to investigate the influence of word of mouth on the willingness to buy with note of the moderating role of personality. The results indicate that the personality of the information receiver can overshadow the influence of EWOM on the consumers willingness to buy. The relationship between personality types as extrovert, agreeable, neurotic and open to experience with the willingness to buy that is impressed by electronic word of mouth, shows the importance of the fitness of information with the personality of the receiver.
M.H. Kamalinasab, A. Sami and A. Zendedel, 2019. Studying the Role of Positive Electrical Word of Mouth (EWOM) on the Willingness to Buy with Considering the Moderating Role of Consumers Personality. Research Journal of Applied Sciences, 14: 272-281.