Enhancing the Customer’s Purchase Intention Through Strategic e-WOM Credibility

Objective - Nowadays, people became conscious of their outward appearance and use make-up and skincare to enhance their appearance. The trends in personal care are influenced by the advancement of social media. People use social media to share their opinion, thoughts, and experience about personal care. This study is purposed to analyze aspects such as homophily, authority, and interestingness towards purchase intention as independent aspects with EWOM credibility and source of trustworthiness as a mediating variable. Methodology/Technique – This study uses purposive sampling with 485 respondent samples from Indonesia and uses a method of scaling and structural equation model to see the relationship between variables. Finding and Novelty - The result of this research implies that homophily, authority, and interestingness has a significant effect on the source of trustworthiness. Furthermore, authority and source of trustworthiness has a significant impact on EWOM credibility. EWOM credibility is having a substantial impact on purchase intention. It is also found that homophily, authority, and interestingness strengthen EWOM credibility through a source of trustworthiness. This finding concludes that the source of trustworthiness works to strengthen independent aspects of EWOM credibility rather than depending on EWOM credibility itself. Type of Paper: Empirical. Keywords: Homophily; Authority; Interestingness; Purchase Intention; Source of Trustworthiness; EWOM credibility; Personal care. Reference to this paper should be made as follows: Vitaloka, N.M.D.W; Alversia Y. 2019. Identifying Aspects toward EWOM Credibility and Source of Trustworthiness, Global J. Bus. Soc. Sci. Review 7 (3): 166 – 177. https://doi.org/10.35609/gjbssr.2019.7.3(1) JEL Classification: M31, M39.

The main purpose of this study is to investigate the influence of eWOM on consumer purchase intention. Moreover, this study examines the extent to which relationship exists between eWOM credibility, eWOM review quantity, eWOM perceived usefulness and consumer purchase intention in cosmetic products in Sri Lanka. The primary data was collected through an online survey with the help of a standardized questionnaire from 400 cosmetic product consumers in Sri Lanka. The items of the questionnaire extracted from previous research and altered them as per study requirement. The result of this research implies that eWOM Credibility, eWOM Review Quantity and eWOM Perceived Usefulness has significant impact on Purchase Intention. The element that has the highest impact is eWOM perceived usefulness which entirely contributes to the effectiveness of eWOM while eWOM credibility and eWOM review quantity have less impact. These three elements thoroughly perform different roles in influencing consumer purchase intention. This research is limiting only three main determinants such as eWOM credibility, eWOM review quantity and eWOM perceived usefulness which determine the purchase intention. There may be other factors also which are affecting that can be considered for further research. Companies could use tactics to encourage potential customers to thoroughly read eWOM provided in social media or consumer reviews. This study provides valuable insights into the eWOM which affects consumer purchase intention.

In a social media setting, it is critical to explore the constructs that drive consumers’ reactions toward advertisements as the lack of understanding of these factors may lead to misplaced advertising for marketers online. This study creates a multifaceted advertising model that assesses the effect of informativeness, entertainment, irritability, and credibility on the valuableness of social media advertising and how these factors influence consumers’ buying intentions. It adopted a covariance-based structural equation modelling approach where primary data was collected by administering questionnaires to a sample study of 364 selected participants, who were university students, employees, and entrepreneurs. The data gathered were analyzed using confirmatory factor analysis and structural equation modelling method were used to examine the correlation between the identified predictors and purchase intention while validating the model constructed. The results established that a strong correlation exists between the perceived value of informativeness and credibility of social media advertising and customer buying intention. The findings, while frowning that advertisements with overly entertaining content may irritate potential buyers, posited that perceived value is critical in the conversion of advertising engagement into purchase habit. The study significantly highlighted that perceived value is the key mediator in the proposed model with a very strong correlation that impacts consumers’ buying intention; that is, consumers who perceive value in the ads are far more likely to express their buying intention. The study recommended that advertisers should focus on making their social media ads more valuable to positively affect customer perceptions.

The study examines the factors affecting the gender-based consumer purchase intention towards ethical fashion in Sri Lanka. Primary data was gathered using self-administrated questionnaire through online platform and physically. Sample of the study was selected using stratified and simple random sampling techniques through undergraduates from three selected faculties of the University of Sri Jayewardenepura. Sample size of the study was 371 respondents including 228 female and 143 male undergraduates. Both descriptive analysis and Structural Equation Modelling (SEM) method were applied for the quantitative data. Findings of the study revealed that both the female and male consumers have an identical level of awareness regarding the ethical fashion market and related scopes. The respondents of the study have a positive impression on ethical fashion concept, and they believe that the concept itself is necessary for the betterment of the society and environment. Attitudes and beliefs regarding ethical fashion and subjective norms were identified as the major factors which affect the purchase intention towards ethical fashion among the consumers. Furthermore, it was found that gender doesn’t have any moderate effect in determining the consumers’ purchase intention towards ethical fashion in the young adult consumers in Sri Lanka. Findings of the study suggested that the fashion industry should implement new methods to motivate the purchasing intention of young customers. Also, such methods should promote the core values of ethical fashion concept as most of the consumers are not aware about those and for the expansion of the ethical fashion industry.

The ever-expanding internet has brought social media become a medium by which Electronic Word of Mouth (eWOM) is disseminated, particularly among skincare users. This study aims to assess the impact of eWOM through TikTok on skincare product purchase intention by developing a conceptual model of hypotheses that encompasses a multiplicity of factors that might be associated. The researcher investigates what factors impact eWOM usefulness & eWOM credibility and why consumers may adopt it when making a purchase. To examine our research model, a quantitative approach is employed using a sample of 373 Indonesian respondents via a web-based questionnaire. Structural equation modeling (SEM) analysis with the program SmartPLS was employed to test ten proposed hypotheses. The results indicate that source expertise is the most significant factor that may impact eWOM credibility in addition to perceived persuasiveness, perceived informativeness, and source trustworthiness. Additionally, source trustworthiness is the main predictor of eWOM credibility in addition to perceived persuasiveness and source expertise with regard to TikTok. It was found that eWOM usefulness and credibility together increase the possibility of adopting an eWOM message, and eWOM adoption mediates the influence of credibility and usefulness on customer purchase intention toward skincare products on TikTok. Only a few studies have examined TikTok as a medium of eWOM distribution and its influence on skincare product purchase intention, therefore this study provides vital insights into eWOM literature by identifying the new platform. This study helps brands learn what to consider when designing marketing strategies to enhance purchase intentions.

In conducting of this research, has the purpose of knowing the factors that influence purchase intention. eWOM Credibility, eWOM Quality, eWOM Quantity, Corporate Image as mediating role are factors that will be examined and analyzed. The object of this research is smartwatch that ocated in Batam City with certain criteria that using media social active. Purposive sampling is the method in this study, selected are adjusted to the research objectives. The data analysis in this research is PLS-SEM (Partial Least Square Structural Equation Modelling). The result of this research is indicate that the eWOM Quality, eWOM Quality, Corporate Image are able to influence significantly on Purchase Intention while eWOM Credibility doesn’t have a strong effect and maybe influence by other variables on Purchase Intention. In addition Corporate Image’s able to mediate eWOM Credibility, eWOM Quality, eWOM Quality and Purchase Intention.

This study aims to examine the impact of beauty influencer marketing and viral marketing on purchase intention, with brand trust as a mediating variable in the context of the skincare brand The Originote. The use of influencer and viral marketing strategies has become increasingly popular among brand owners as a means to foster consumer trust and drive purchasing behaviour. A quantitative approach with an explanatory research design was adopted. Primary data were collected through an online questionnaire distributed to 160 male and female respondents aged 20 and above, all of whom are active social media users familiar with the influencers Tasya Farasya and Dokter Detektif. The data were analyzed using the Partial Least Square Structural Equation Modeling (PLS-SEM) method via SmartPLS 4.0 software. The findings reveal that both beauty influencer marketing and viral marketing have a positive and significant influence on brand trust and purchase intention. in addition, brand trust was found to significantly mediate the relationship between both types of marketing and purchase intention.

E-commerce is a relatively new way of shopping in India. The prime focus of this paper is to explore the factors influencing customer buying intention through electronic commerce. The study encompasses the analysis of several factors such as privacy, trust, security and organisation’s reputation. The hypothesis was derived based on these factors in the context of e-commerce in India. The data is collected through questionnaires from 287 respondents from the region of Maharashtra, India using the random sampling method. The respondents were considered who are frequently buying goods and services through e-commerce websites. The analysis has been performed using the method of structural equation modeling, confirmatory factor analysis, and path analysis. The outcome of the paper deliberates that the privacy, trust, security and organisation’s reputation significantly affects the online purchase intention of e-commerce consumers. It is recommended to provide attention to these factors to increase sales in the e-commerce business. The factor of trust is found as the most significant factor among all the factors which indicates that the respondents from the selected region lack trust toward online commerce. Hence, e-commerce organisations should develop websites that meet the expectations of prospective consumers. This paper delineated the significant factors affecting the buying intentions in the context of online business in Maharashtra. Moreover, it has established an integrated framework to realize the influences on purchase decisions of consumers in e-commerce business environment in India.

This research aims to determine: (1) The influence of social factors on the purchase intention of imported second-hand clothing (Case study of Generation Z in Kolaka Regency) and (2) The influence of Attitude on Purchase Intention of Imported used clothing (Case study of Generation Z in Kolaka Regency). This research is quantitative research with an explanatory research model using a questionnaire as the instrument. The population in this study were all consumers of imported used clothing with a sample size of 75 respondents using observation, documentation and questionnaire techniques. Data collection techniques are primary data and secondary data. Research instrument testing uses validity and reliability tests with SPSS 25. Research data analysis techniques use the Structural Equation Modeling (SEM-PLS) method with SmartPLS 3.0. Based on the research results, it is known that social factors have a positive and significant effect on purchase intention. This is proven by the t-count or t-statistic which is 2.519 which is higher than the t-table value > 1.666. With P-values ​​0.006. Meanwhile, attitude also has a positive and significant effect on purchase intention because the t-count or t-statistic value of 6.371 is higher than the t-table value of >1.666 with P-values ​​of 0.000. So social factors and attitude have a positive and significant effect on purchase intention by 82.3%.

PurposeWith the ever-expanding online shopping, electronic word-of-mouth (eWOM) has become a significant factor affecting the consumer decision-making behaviour. This is specially the case when considering Generation Y (Millennials), who are old enough to be independent buyers and young to be almost immersed in online living. This article aims to assess the impact of eWOM on purchase intention by developing a conceptual model of hypotheses encompassing a multitude of factors that may be associated with this relationship.Design/methodology/approachThe researcher investigates what factors impact eWOM credibility and make the consumer may adopt it when making a purchase. To examine our research model, a quantitative approach is employed for this purpose using a sample through online survey from Thailand – where there is a large number portion Generation Y consumer base.FindingsIt was found that source style as a visual attribute information is the most significant factor that may impact eWOM credibility in addition to source credibility, argument quality and source homophily, respectively.Practical implicationsFrom a practical point of view, it helps firms to understand what needs to be taken into consideration when building their marketing strategy.Originality/valueThis is believed to add significant insights into the eWOM literature by identifying its route of impact toward the purchase intention on Generation Y.

Viral effects of social network and media on consumers’ purchase intention

Considering the emergence and adoption of various innovative technologies, the construction industry has undergone transformation into a more secure, highly efficient, and ecologically sustainable landscape. An increasing number of studies uses the structural equation modeling (SEM) method to explore the dynamics of technology adoption and use within the construction sector. Previous studies have mainly focused on qualitative analysis using the SEM method to analyze technology adoption and usage in the construction industry. This study, however, distinguishes itself from previous research by focusing on the SEM method itself and conducting a systematic analysis using scientometric methods. Based on a total of 140 relevant journal articles, this study adopts a scientometric analysis approach to conduct a holistic review encompassing sources, researchers, keywords, and highly cited documents. The research findings are as follows: (1) the primary focus of the current research topics is on BIM technology; (2) most studies employ cross-sectional SEM instead of longitudinal SEM; (3) there is a deficiency in the theoretical foundation for designing SEM in current research; and (4) the selection of either reflective or formative measures lacks sufficient rigor. Qualitative analysis is used to examine prevailing issues in research design and address the intricate technicalities and potential challenges inherent in the SEM method. Three research gaps and future directions are presented: diversifying regions of study and research topics, incorporating theoretical support for research design, and carefully choosing reflective or formative measures. The findings provide a comprehensive roadmap and valuable reference for future research in this field.

The paper evaluates the effect of customer knowledge (CK), environmental concerns (ECs) and subjective norms (SNs) on customer attitude (CA) and purchase intention (PI). The primary data was collected from organic food consumers. The relationship between CK, ECs, SNs as independent variables (IVs) and CA and PI as dependent variables (DVs) was tested using structural equation modelling method. The, CK (the knowledge customers have about brand), ECs of the consumers and SNs prevailing in the society significantly affect CA towards organic food brands. The variables CK and ECs do not contribute significantly to PI, whereas, SNs and CA effect PI significantly. CA mediates the relationships between CK - PI and EC - PI fully and the relationship between SN and PI partially. The current study has contributed significantly in understanding the process of developing CA towards organic food products (OFP) and the way CA can be leveraged to improve PI for OFP.

This study aims to examine the effect of social media marketing, perceived quality, brand awareness, and brand image on purchase intention of thrift products through TikTok live stream. This research is a quantitative research. Primary data was collected by distributing questionnaires to 221 respondents aged 17-35 years who use the TikTok application and are interested in thrift products located in DKI Jakarta. Purposive sampling was chosen as the sampling method, so that samples were taken with certain conditions. These conditions include: 1) TikTok application users, 2) Domiciled in DKI Jakarta, 3) Aged 17-35 years, 4) Have seen Thrift Shop live streams/content on TikTok, 5) Intend to buy thrift products on TikTok. The results of primary data analysis were carried out using the Structural Equation Modeling (SEM) method. The scale measurement used by researchers is a Likert scale of 1-6. Outlined from Strongly Disagree, Disagree, Slightly Disagree, Slightly Agree, Agree, and Strongly Agree. The results showed that social media marketing has an influence on perceived quality, brand awareness, and brand image. Then, the results also show that perceived quality and brand image affect purchase intention. Furthermore, brand awareness does not have a significant influence on purchase intention.

Advanced technologies such as smart phones and 4G internet have created more opportunities for e-shopping. Individuals are switching their purchases from traditional to digital with the help of electronic commerce. The customer usually evaluates a product by reading other user recommendations on blogs, online sites, and some other social media platforms, commonly termed as eWOM (electronic word of mouth). Reviews and ratings on the internet influence a traveler's decision to reserve an accommodation. The research study examines the influence of eWOM credibility on the purchase intention. The research also examined the role of trust and perceived risk as mediating factors between eWOM credibility and purchase intention. The Questionnaire study was carried on 687 individuals over the age of 18. PLS-SEM was used to examine the data. The eWOM credibility significantly impacted traveler purchasing intentions. The mediator in the relationship between eWOM credibility and purchase intention was trust, not perceived risk. The study recommends that marketers validate the source of information and prioritise the reviews that are perceived as more credible and establish a favourable intention towards online booking.