The effect of e-WOM on customer satisfaction through ease of use, perceived usefulness and e-wallet payment

Abstract

Currently, streaming applications have been widely used by users to get comfort and pleasure in life. Users communicate with each other on social media related to the activities carried out. Communication is formed online as electronic word of mouth (e-WOM) between one user to another. The data distributed was 1238 respondents using streaming applications and 324 respondents in Indonesia who had used e-wallet payments as members. The analysis data was to answer all research hypotheses using partial least squares. The data processing results show that e-WOM impacts the perceived ease of use of e-wallets by 0.408. E-WOM positively impacts the perceived usefulness of the e-wallet by 0.270. E-WOM has an impact on e-wallet payment intention of 0.190. Perceived ease of use has an effect of 0.175 and perceived usefulness of 0.259 on e-wallet payment intention. Perceived ease of use influences perceived usefulness of 0.395. Perceived ease of use and perceived usefulness impact customer satisfaction in terms of 0.157 and 0.217. Finally, it was found that e-wallet payment intention has an impact of 0.173 on customer satisfaction. The results of this study contribute to e-wallet payment users and managers building two-way and effective communication through social media so that they can quickly and accurately solve user problems. The theoretical contribution is to enrich the theory of marketing behavior and technology acceptance models in electronic commerce.

The effect of excessive social networking sites on credit overuse behavior through money trust, money anxiety, and money power

“…With the development of technology, individuals can shop using credit services such as credit cards and the PayLater application (Felipe et al, 2023;Modesto Veludo-de-Oliveira et al, 2014). Individuals are not burdened with owning money in digital wallets because payments will be suspended at the end of the period, leading to overspending (Nugroho et al, 2023). This is because individuals often need to think about consumer goods and have the assumption that they can repay in the future.…”

“…On the other hand, the application PayLater often provides attractive promotional programs (Aji & Adawiyah, 2022). The promotions make people more comfortable shopping using the PayLater application system (Nugroho et al, 2023). Shops using the system application PayLater will make consumers often need more self-control to shop for products that are considered attractive (Thoumrungroje, 2018).…”

Hyper-personalization in Social Media Marketing (Conceptual Framework)

“…Conversely, the lower the intensity of social media marketing carried out by companies by providing easy-to-understand and interesting information about the product or service being promoted, the lower the perceived ease of use of a person for the product or service. Furthermore, studies on the quality of social media apps in Iran show social media marketing positively affects the perceived ease of use of apps (Nugroho et al, 2023).…”

From Friends to Feedback: Effect of Social Influence on Mobile Shopping in the Post-COVID Era

“…Furthermore, researchers have extensively expanded and customized the UTAUT in different disciplines by incorporating numerous additional constructs that align with the specific context [28], as several studies have shown that enhancing the UTAUT with extra constructs enhances its predictive ability [29]. Scholars have incorporated new constructs into traditional technology adoption models to explore the complexities of behavioral patterns among existing and potential customers [30][31][32][33][34].…”