Abstract:
Purpose – This study aims to investigate the influence of EWOM characteristics
which are information quality, information credibility, need of information and
attitude towards information, to the purchase intention of electronic and media
devices mediated by trust and information usefulness & information adoption.
Design/Methodology/Approach – This research is a quantitative research and
used online survey platform as the media to distribute the questionnaire consist of
32 questionnaire items. The total of 362 responses were collected with 241
qualified responses which then processed and analyzed using Statistical software.
Findings – The result shows that EWOM is significantly influence the purchase
intention with trust as the mediating variables. However one of the EWOM
characteristics which is information credibility was found to be not significantly
influence information usefulness as the mediating variable. Meanwhile, the other
EWOM characteristics such as information quality, need of information, attitude
towards information are found to significantly influence purchase intention with
information usefulness and information adoption as the mediating variables.
Originality/Value – This research provides a better understanding to the EWOM
characteristics towards purchase intention for online purchasing of electronic and
media devices product in Indonesia that has never been conducted. The result
provides the implication for businesses and recommendation for future researches.
