IMPACT OF ELECTRONIC WORD-OF-MOUTH ON TRUST FORMATION FOR ONLINE FOOD BRANDS IN CHENNAI

Abstract

Digital technologies and online food delivery platforms have reshaped consumer buying behaviour and intensified competition among online food brands. In this environment, Electronic Word-of-Mouth (eWOM) reviews, ratings, social media, food blogs, and online communities has become a key driver of consumer trust and purchase decisions. Positive eWOM boosts brand credibility, lowers perceived risk, and builds trust, while negative reviews can undermine confidence and damage reputation.

This quantitative study examines how eWOM shapes trust toward online food brands among consumers in Chennai City, focusing on four dimensions-Online Review Quality, Review Credibility, Review Quantity, and eWOM Engagement and their influence on Consumer Trust, which in turn affects Brand Preference and Purchase Intention. A structured questionnaire was administered to 220 regular online food delivery users, with data analysed using descriptive statistics, reliability analysis, EFA, Pearson correlation, and multiple regression.

The findings are expected to show that high-quality, credible, and informative reviews significantly build consumer trust, strengthening brand preference and purchase intention. The study contributes to digital consumer behaviour literature by linking eWOM and trust within a unified framework, offering practical guidance for online food brands, aggregators, digital marketers, and policymakers on building trust and sustainable growth through effective eWOM strategies.