This research probes into the degree of influence of electronic word of mouth (eWOM) and online communities on purchase intention and unplanned purchase behavior. Online communities like Home Buddies Facebook Group provide a community for home enthusiasts to share ideas, insights, experiences, discoveries as the community`s goal are to serve as a resource and inspiration for achieving people`s dream home. Feedback and recommendations from the Home Buddies community somehow affect its members` purchase behavior. This study used convenience sampling to select 126 respondents’ members of the Home Buddies Facebook Group.
Keywords: eWOM, purchase intention, attitude, subjective norm, perceived behavioral control, TBPAjzen, Icek. Attitude Structure and Function. Schuman, H., Pratkanis, A. R., Breckler, S. J., & Greenwald, A. G. (1990). Contemporary Sociology, 19(4), 625. doi:10.2307/2072868
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