Abstract
There are many studies about the impact of e-WOM on purchase intention. Rarely studies that focus on the role of customer involvement and corporate image in the relationship between e-WOM with purchase intension especially in education context. The purposes of this study are to investigate the moderating effect of customer involvement and mediating effect of corporate image in the relationsip between e-WOM with purchase intention in higher education. The sample are students of senior high school who have ever search for opinions or reviews through the internet before choosing the university. A SEM is used to asses the relationship of the researh model. The results show that customer involvement has moderating effect and corporate image has mediating effectc in relationship between e-WOM with purchase intention. These results provide new insight into the relationship model between e-WOM with purchase intention in higher education
Highlights
There are many studies about the impact of electronic word-of-mouth (e-Word of mouth (WOM)) on purchase intention
The results show that customer involvement has moderating effect and corporate image has mediating effectc in relationship between electronic word-of-mouth (e-WOM) with purchase intention
These results provide new insight into the relationship model between e-WOM with purchase intention in higher education context
Summary
Perkembangan teknologi informasi dan komunikasi sekarang ini telah mengubah cara orang berkomunikasi, termasuk membantu konsumen bertukar informasi tentang produk secara online. Dengan kata lain corporate image merupakan salah satu faktor yang mempengaruhi purchase intention. Hasil penelitian Lin et al (2013) menunjukkan bahwa pengaruh e-WOM terhadap purchase intention ditentukan juga oleh customer involvement. Beberapa penelitian mengenai pengaruh perceived e-WOM terhadap purchase intention telah banyak dilakukan, tetapi belum banyak penelitian yang mengikutsertakan perancorporate image sekaligus peran customer involvement sebagai variabel yang memediasi dan memoderasi hubungan perceived e-WOM terhadap purchase intention. Penelitian ini menguji peran corporate image dan peran customer involvement sebagai variabel yang memediasi dan memoderasi hubungan perceived e-WOM terhadap purchase intention dalam konteks jasa pendidikan tinggi di Indonesia. Apakah perceived e-WOM memiliki pengaruh terhadap purchase intention? 4. Apakah pengaruh perceived e-WOM terhadap purchase intention dimediasi oleh corporate image? 5. Apakah pengaruh perceived e-WOM terhadap purchase intention dimoderasi oleh customer involvement?
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