WEBSITE QUALITY AND PURCHASE INTENTION: THE ROLE OF PARTICIPATION, e-WOM, AND TRUST

Abstract

Purpose – The purpose of this study is to find out the relationship between Website Quality, Participation, Electronic Word of Mouth, and Trust to Purchase Intention. The independent variables are Website Quality and Participation, while e-WOM and Trust have role as mediating variable influencing Purchase Intention as dependent variable. Design / Methodology / Approach – Quantitative method has been conducted in this research. There are 68 item statements or questions distributed to 380 respondents, which after the screening; 357 valid responses were being tested for its validity and reliability along with Hypothesis Testing using AMOS 22.0. Findings –This research finds that Website Quality influences Participation and Trust, while Participation influences e-WOM on the online website, leading to e-WOM gives influences to customer’s Trust which finally led to customer’s Purchase Intention. Originality / Value – As far as the authors knowledge, the research about Website Quality, Participation, e-WOM, Trust and Purchase Intention in hospitality industry has never been conducted before.