Abstract:
Purpose – The purpose of this paper is to focus on finding the influence
of online reviews towards E-WOM effect
Design/Methodology/Approach – This research used a quantitative
method with online questionnaire created using Google Form as the instrument
and spread online through Line, WhatsApp, and Instagram. The data collected
uses purposive sampling technique with a total of 312 millennial’s as
respondents who have stayed in a four-star hotel.
Findings – This study found that eight characteristics of online reviews
did not all affect the e-WOM effect. The results of this research analysis state a
positive relationship between the variable Usefulness of Online Reviews on
Attitude Toward the Product, Attitude Toward the Web site, and Credibility of
e-WOM Messages; Expertise Reviewer on Attitude Toward the Web site;
Timeliness of Online Reviews on Attitude Toward the Product, and Credibility
of e-WOM Messages; Comprehensiveness of Online Reviews on Attitude
Toward the Product and Credibility of e-WOM Messages; Negative of Online
Reviews on Attitude Toward the Product, Attitude Toward the Web site; Visual
Cue against Attitude Toward the Product, and Attitude Toward the Web site.
And stated to have a negative relationship Reviewer Expertise on Attitude
Toward the Product, Expertise Reviewer on Credibility of e-WOM Messages,
Timeliness of Online Reviews on Attitude Toward the Web site, and
Comprehensiveness of Online Reviews. Then some valence variables are
rejected, such as Negative Online Reviews for eWOM Message Credibility, the
effect of Visual Cue on eWOM Message Credibility.
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Originality – The main theoretical contribution of this paper is its
completeness in examining the review content features and their sources
simultaneously. The study also offers appropriate fields for further research
efforts from the perspective of practitioners and researchers.
