The effect of electronic word of mouth on online customer loyalty through perceived ease of use and information sharing

Abstract

The development of internet information technology has encouraged the presence of various application platforms that can be used for multiple needs. One application that is very widely used socially is the social media application. Through social media applications, users can share information according to their needs. The use of the internet also supports the use of streaming technology that makes it easier to carry out activities to watch movies online. The availability of information technology facilities and infrastructure makes it easier for people to get films. This study aims to study the influence of electronic worth of mouth on online customer loyalty through information sharing, perceived ease of use, and intention to use. This study collected data using questionnaires as many as 378 respondents of streaming technology users obtained from the spread of 1237 questionnaires, which means a response rate of 30.55%. Data analysis uses the partial least square technique to test the study's hypothesis. The results showed that electronic word of mouth directly affects perceived ease of use, intention to use, and information sharing. Perceived ease of use is based on the intention to use, information sharing, and customer loyalty. Information sharing directly affects the intention to use and online customer loyalty. The results also showed that intention to use impacts increasing customer loyalty. In addition to direct influence, the study's results showed that electronic worth of mouth indirectly affects online customer loyalty through information sharing, perceived ease of use, and intention to use. This research enriches the field of technology acceptance model with perceived ease of use, intention to use, and information sharing. Contributions to the theory of marketing behavior are related to electronic word of mouth and online customer loyalty. A practical contribution to companies engaged in the cinema and internet technology infrastructure providers is to sustainably apply streaming technology as a form of business that society uses.

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

“…WOM can be used to share information between a user and other users via the internet in movie box office products (Lee et al, 2017). E-WOM also provides positive or negative opinions about products or services expressed via the internet and can be a preference for other users (Siagian et al, 2022). Communication is built informally between person to person, person to the community, and industry to the community in conveying products, corporate brands, organizational problems, and services provided (Konuk, 2019).…”

“…TAM is owned when playing video games as a form of user pleasure and convenience accompanied by ease of use (Bassiouni et al, 2019). TAM can be used for online movie users (Basuki et al, 2022;Siagian et al, 2022). The ease and confidence of technology users provided in providing needs and being able to assist in achieving goals (Javad et al, 2022).…”

“…Today's society is inseparable from the prominent role of social media, which has been used as a tool to run a business and carry out transactions on an ongoing basis. The part of social media is to provide information on a product and continue with the use of e-wallet technology to process payments (Siagian et al, 2022).…”

“…Existing digital technology can provide real-time application services via the internet to be able to access the content that has been delivered (Shin et al, 2016). The digital payment platform users can provide behavioral intentions (Siagian et al, 2022). Streaming technology users can enjoy existing entertainment by viewing available films, music, and other types of services provided and accessible from the internet in a fast and timely manner.…”

“…Online travel reviews interaction between users as a form of community with videos, photos, and reviews that can satisfy customers (Yu et al, 2017). E-WOM, as an interaction between individuals and groups, can also involve the service provider industry (Siagian et al, 2022). E-WOM can satisfy 274 film users in the context of Indian Bollywood movies (Mishra et al, 2016).…”