The role of brand image and brand trust in mediating the influence of e-WOM on purchase decision (case of video-on-demand Netflix)

Abstract

<p>It is now evident that technology is progressing at a rapid rate around the globe. Due to the significance of technology, our lives have become entirely digital. Streaming has gained popularity owing to its accessibility, as opposed to viewing television or movies on a huge screen. This presents an opportunity for SVoD services to compete, beginning with practical issues such as the amount of money that must be spent and shifting lifestyle habits. Subscription Video on Demand, or SVoD, is a service that allows anyone to view as many television programs as they choose for a monthly fee. E-WOM is the independent variable, purchase decision is the dependent variable, and brand image and brand trust are the mediating factors. This research distributes questionnaires using a quantitative approach, non-probability sampling, and the snowball sampling method, and is processed with SmartPLS 3.3.7. (Partial Least Square-Structural Equation Model). The total number of Indonesian participants in this study is 148. The findings indicates that E-WOM has a major impact on buying choice, brand trust, and brand image. Additionally, brand image and brand trust have a substantial impact on purchasing decisions. Consequently, E-WOM has a substantial impact on purchasing decisions mediated through brand trust and brand image.<em></em></p>

The Influence of eWOM and Brand Image on Brand Trust and Purchase Intention of Mixue Ice Cream & Tea Consumers in the Special Region of Yogyakarta

“…According to research by DAM (2020), brand trust significantly influences purchase intent. The influence of eWOM, Brand Image, and Brand Trust on consumer purchase intent is further supported by previous research findings by Stefanny et al, (2022). The results of this research show that eWOM has a significant positive impact on the purchase intent of Netflix consumers in Indonesia through Brand Image and Brand Trust as mediating variables.…”

“…Brand trust is the perception that consumers have regarding the reliability of a brand, which is formed through their experiences, especially in situations where the brand successfully meets their expectations and provides satisfaction in using its products (Rahmawati et al, 2023). Brand trust can foster loyalty to a brand (Afriani et al, 2019).Research conducted by (Rokhmawati et al, 2023) indicates that trust is a strong factor in generating consumer interest. Brand trust can also have a positive effect on purchasing behavior by reducing the psychological impact of uncertainty and encouraging consumers to make purchases (Ling et al, 2023).…”

The Effect of E-WOM and Brand Image on Purchasing Decisions of Automotive Products: Mediating Role of Brand Trust

“…The better the brand image that is formed through e-WOM, the more consumers tend to trust the brand which makes the brand a great opportunity in determining consumer purchasing decisions. Stefanny et al (2022) found that there is a positive and significant influence between E-WOM, brand image and brand trust on purchasing decisions. Ruhamak and Rahmadi (2019) state that there is an indirect effect of E-WOM and brand image through the mediation of brand trust on consumer decisions.…”

The Impact of Netflix’s Controversial and Illicit Content on Changing Users ’ Attitudes in Egypt

“…First TVOD is a service that requires payment per movie. On the other hand, MSA-Management science journal ISSN 2974-3036 Volume: 1, Issue: 2, Year:2022 54 SVOD let us stream multiple shows and movies at a certain monthly fee like Netflix (Stefanny, et al, 2022;Koenuma et al, 2017).…”