The Effect of e-WOM, Perceived Value, Trust on Online Consumer Behavioral Intention: Perspective of Consumer from Pakistan

This research aims to measure the impact of e-WOM, Trust, the perceived value on consumer behavioral intention. The sampling technique was used in this research is a convenience sampling technique. Data were collected using a questionnaire involving 233 participants from Bahawalpur Pakistan, that participant who had online shopping experience then analyzed using a statistical test by smart PLS. The result of this study indicated a significant and positive impact of e-WOM, trust, the perceived value on consumer behavioral intention. Limited studies have been carried out to address the consumer behavior of Bahawalpur in the Pakistan context. Further, this study discussed recommendations for practitioners and future studies.