Electronic word-of-mouth model on customers' online purchase intention with multi-group approach digital services
by Dharma Nur Sahira; Robert Kristaung; Faizah Eliza Abdul Talib; Wenny Chandra Mandagie
International Journal of Business Innovation and Research (IJBIR), Vol. 30, No. 1, 2023

Abstract: Electronic word-of-mouth (eWOM) communication is a part of a digital marketing strategy that has been used for a long time. This study examines the influence of eWOM of information on customers' online purchase intentions in social media and shopping websites. According to the results, the information acceptance model (IAM) determinants – information quality (IQ), information credibility (IC), and information usefulness (IU) were similar in the two groups. However, the information adoption (IA) in social media group had a significant impact, though not in group shopping websites. Although the results were different from past research, its model IAM provides new insights into information systems' study (IS). Future studies should use other research models considering the variation in the results of this research. Furthermore, this study helps understand the impact of eWOM in group social media and shopping websites, specifically regarding customers' purchase intentions in Indonesia.

Online publication date: Wed, 18-Jan-2023

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