Discussion First, the results of this study indicate that brand awareness (H1) has a significant influence on the purchase intention of online shoppers. Specifically, this means that when people consider purchasing a product or service online, they would prefer a brand that has been advertised and that they are aware of. However, brand awareness is likely to be a determining factor in the information search phase of the online pre-purchase process. Also called consideration (David Court, 2009), the greatest number of brands takes place in this phase, but as today's customers are inundated with choices, it is ultimately narrowed down based on other factors. This study reveals that consumers could change their preference in favor of an unknown brand if they found evaluation inputs in the form of customer reports. In this case, their final decision is based on the useful information they found in the eWOM message rather than on the awareness of the chosen brand (H2). Reviewer input may discard some popular brands because as consumers learn more “their criteria change” (Edelman, 2010, p. 3). A purpose of this research was also to find out how helpful eWOM influences the purchase intention of online shoppers. Two groups of factors have been found to make information perceived as useful: eWOM-related and source-related. In the first group, eWOM relevance showed a significant impact on purchase intention (H3). However, the other factors, namely accuracy, timeliness and completeness, were insignificant. Relevance is a very important aspect of information. If it were not relevant, people would not consider the information at all, especially on the Internet, where tons of additional information can be found... middle of paper... nheim, F., & Bayon, T. (2004) . Satisfaction, loyalty and word of mouth within a utility provider's customer base: Differences between stayers, switchers and referral switches. Journal of Consumer Behavior, vol.3, No.3, 211−220. Wixom, B., & Todd, P. (2005). A theoretical integration of user satisfaction and technology acceptance. Information Systems Research, Vol.16, No.1, 85-102.Wu, C., & Shaffer, D. (1987). Susceptibility to persuasive appeals as a function of source credibility and prior experience with the attitude object. Journal of Applied Psychology, vol.52, 677-688. Xiang, Z., & Gretzel, U. (2010). Role of social media in online travel information seeking. Tourism Management, vol.31, 179-188. Yoo, B., & Donthu, N. (2001). Develop and validate a multidimensional consumer-based brand equity scale. Journal of Business Research, Vol.52, 1-14.