The Effect of Electronic Word of Mouth (eWOM) on Purchase Intention on Korean Cosmetic Products in the Mongolian Market

Lkhaasuren, Mendbayar; Kyungdoo, Nam

doi:10.16980/jitc.14.4.201808.161

Cited by 17 publications

(47 citation statements)

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“…In this regard, Electronic word-of-mouth (eWOM) is an influential marketing tool since it has the propensity to reach a larger audience in a limited time [3,4]. Multinational giants have even started focusing on eWOM communications rather than spending hefty amounts of money on conventional advertisements [4,5]. Not only does the reach of the customers become wider, but the companies can also ensure that the message has been seen by the consumers [6].…”

Section: Introductionmentioning

confidence: 99%

Examining the Effects of eWOM, Trust Inclination, and Information Adoption on Purchase Intentions in an Accelerated Digital Marketing Context

2020

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The study focuses on the canvas of online information transmission that has expanded exponentially. Especially due to social media networks, consumers have been exposed to significant amounts of disinformation, misinformation and actual information. Electronic word-of-mouth (eWOM) on social media networks has been facilitating swift information spread. Henceforth, it has become increasingly problematic for consumers to adopt authentic information and differentiate between marketers-generated content and user-generated content. The study aims to unfold the factors that lead to the information adoption that consequently motivates consumers to purchase products and services. The research study provides a comprehensive framework to re-configure factors that lead to consumers’ purchase intentions in the digital economy. Respondents of the study were those individuals who have been buying products online. The theoretically knitted causal relationships were estimated using a structural equation modelling (SEM) technique. The results indicate that trust inclination and information adoption sequentially mediate relationships between information quality, information usefulness, perceived risk and argument quality with purchase intentions.

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Section: Introductionmentioning

confidence: 99%

Examining the Effects of eWOM, Trust Inclination, and Information Adoption on Purchase Intentions in an Accelerated Digital Marketing Context

2020

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“…Hasil ini sejalan dengan penelitian sebelumnya yang dilakukan oleh Bataineh (2015), Erkan & Evans (2016), Lkhaasuren & Nam (2018) dan Thomas & Weyerer (2019). Dari beberapa penelitian tersebut menunjukkan pengaruh yang signifikan dari kredibilitas EWOM terhadap niat pembelian.…”

Section: Pengujian Terhadap Variabel Kuantitas Ewomunclassified

“…Pengembangan hipotesis diatas sejalan sesuai dengan penelitian yang telah dilakukan oleh Bataineh (2015), Lin et al, (2013), Erkan & Evan (2016), dan Lkhaasuren & Nam (2018) yang menunjukkan bahwa kualitas EWOM memiliki pengaruh yang signifikan terhadap niat pembelian. Akan tetapi dalam penelitian ini tidak terjadi pegaruh tidak signifikan, dimana nilai thitung lebih kecil dari ttabel dan nilai signifikansinya lebih besar dari 0,05.…”

Section: Pengujian Terhadap Variabel Kuantitas Ewomunclassified

The Effect Of Credibility, Electronic Word of Mouth Communication on Purchase Intentions

Prastiwi¹,

Aminah²

2021

JBMR

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The purpose of this study is to analyze the EWOM (Electronic Word Of Mouth) factors, namely the credibility, quality, and quantity of EWOM that affect purchase intentions through the company's image on the @ Jilbrave.Official account. This type of research is quantitative research. The population used was Muslim women in Surakarta. The sampling technique was carried out using probability sampling methods. This study used a questionnaire as a data collection method with a sample of 133 respondents. Data were analyzed using the SPPS 22 program. This study used simple regression analysis. The independent variables in this study are credibility (X1), quality (X2), and quantity (X3) of EWOM, while the dependent variables are purchase intention (Y) and company image (M) as the mediating / intervening variables. The results of this study indicate that: (1) EWOM credibility has a significant effect on purchase intentions on the @ jilbrave.official account, (2) EWOM quality has no significant effect on purchase intentions on the @ jilbrave.official account, (3) EWOM quantity has a significant effect on intention. purchases on the @ jilbrave.official account, (4) EWOM credibility has a significant effect on the company's image on the @ jilbrave.official account, (5) EWOM quality has no significant effect on company image on @ jilbrave.official account, (6) EWOM quantity has a significant effect on the company image on the @ jilbrave.official account, (7) The credibility and quantity of EWOM have a significant effect on purchase intentions on the @ jilbrave.official account through the company's image.

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“…According to Emir, Halim, Hedre, Abdullah, Azmi, and Kamal (2016) in the hotel context, purchase intention is the possibility of customers use a hotel website to book in the future. The purchase decision is also defined as the possibility of buying a product or service because of the needs after thorough analysis and intention to recommend it (Lkhaasuren & Nam, 2018). Lkhaasuren and Nam (2018) also acknowledge the importance of the purchase decision as to the predictor of the buying process.…”

Section: Purchase Intentionmentioning

confidence: 99%

“…The purchase decision is also defined as the possibility of buying a product or service because of the needs after thorough analysis and intention to recommend it (Lkhaasuren & Nam, 2018). Lkhaasuren and Nam (2018) also acknowledge the importance of the purchase decision as to the predictor of the buying process. Hence, this study will measure the purchase intention base on customers' willingness or plans in the future to book a room from a hotel website.…”

Section: Purchase Intentionmentioning

confidence: 99%

Website Quality and Purchase Intention: The Role of Participation, E-Wom, and Trust

Kumar

Stacia²,

Suriana

et al. 2020

AMBR

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The purpose of this study is to find out the relationship between website quality, participation, electronic word of mouth, and trust to purchase intention in hospitality industry, particularly in the hotel industry. As far as the authors knowledge, the study about booking intention directly from hotel website based on website quality, participation, e-wom, and trust, has never been conducted before. In addition, most authors conducted booking intention based on online travel agent application leaving alone the hotel website. Thus, the loyalty of customers moves to online travel agency instead of the hotel itself. Quantitative method has been conducted in this research. There were 68 item statements distributed to 380 respondents and 357 valid responses were received from respondents who stayed at any hotels for the past 6 months and booked a room directly from the hotel website. Data were checked for normality, model fit, construct validity and reliability. By applying some modifications, data were adequate for hypothesis analysis. This research reveals that website quality influences participation and trust, while participation influences e-wom on the online website, leading to customer’s trust which finally lead to customer’s purchase intention. This study contributes to the development of body of knowledge regarding purchase intention to book a room in a hotel directly from the hotel website based on website quality, participation, electronic word of mouth, and trust. Some recommendations were added to give more options for managers to increase the purchase intention to book a room from the hotel website. This study also recommends to add culture, location based advertising, social media marketing, and search engine optimization to increase the purchase intention to book a room directly from hotel website. Limitation of this study is on the scope where only Greater Jakarta was included, whereas there are other major cities in Indonesia that provide tourist attractions.

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The Effect of Electronic Word of Mouth (eWOM) on Purchase Intention on Korean Cosmetic Products in the Mongolian Market

Cited by 17 publications

References 0 publications

Examining the Effects of eWOM, Trust Inclination, and Information Adoption on Purchase Intentions in an Accelerated Digital Marketing Context

Examining the Effects of eWOM, Trust Inclination, and Information Adoption on Purchase Intentions in an Accelerated Digital Marketing Context

The Effect Of Credibility, Electronic Word of Mouth Communication on Purchase Intentions

Website Quality and Purchase Intention: The Role of Participation, E-Wom, and Trust

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