THE INFLUENCE OF EWOM TOWARDS PURCHASE INTENTION OF ELECTRONIC AND MEDIA DEVICE IN E-COMMERCE

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.