The Effect of False Advertising on Consumer Online Purchase Behaviour with the Mediating Effect of e-WOM: Consumers’ in Malaysia

Abstract

Advertising is one of the main contributors towards the rising number of online shoppers worldwide. The use of advertising in this digital era has become a powerful tool towards the persuasion of consumers. However, some organizations have adopted false advertising as their marketing strategy. The purpose of this proposed study is to analyse the factors that influence consumers' online shopping behaviour The study will focus on the three independent constituent factors of false advertising, namely, unethical advertising, misleading information, and deception, with the mediating effect of electronic word of mouth and moderating effect of trust. The dependent variable is online purchase behaviour. The sample size for this proposed research is 588 persons.