The Role of Brand Image in Mediating the Effect of Electronic Word of Mouth on Brand Attitude of Shopee Fashion E-Commerce in Denpasar

Wayan Arisna Pratiwi ,Ni Nyoman Kerti Yasa

doi:10.7176/ejbm/11-18-10

Abstract

The aim of this study was to explain how electronic word of mouth affect brand attitude through mediating role of brand image on Shopee fashion e-commerce in Denpasar. A survey-based questionnaire was conducted with 100 respondents using purposive sampling method. Path analysis and Sobel test was applied to analyzed the data collected. The result established that electronic word of mouth influence brand image positive and significantly, each electronic word of mouth and brand image have positive and significant effect on brand attitude and there significant role of brand image in strengthen the influence of electronic word of mouth on brand attitude. It is importance for e-commerce to provide electronic word of mouth section in their website and encourage consumer to give their reviews in order to enhance consumer trust in online shopping so it will affect brand image and consumer attitude toward Shopee. Keywords: electronic word of mouth, brand image, brand attitude DOI : 10.7176/EJBM/11-18-10 Publication date :June 30 th 2019

Highlights

In a last two decades internet has pioneered marketing communication revolution; offer the possibility to bigger interaction between consumer and the brand (Stojanovic et al, 2017)
Giving comments or reviews is a form of electronic word of mouth. eWOM is considered to be an influential factor in attitude
The study concludes that eWOM influence brand image positive and significantly, eWOM and brand image has a significant positive effect on brand attitude and brand image plays a significant role as a partial mediator of eWOM influence on brand attitude of Shopee fashion e-commerce in Denpasar

Summary

Introduction

In a last two decades internet has pioneered marketing communication revolution; offer the possibility to bigger interaction between consumer and the brand (Stojanovic et al, 2017). Interaction with brands on the internet is inevitable, such as following brands social media account, making online purchases, and providing reviews on the brand's website (Diansyah and Nurmalasari, 2017). Giving comments or reviews is a form of electronic word of mouth (eWOM). EWOM is considered to be an influential factor in attitude. Attitude is formed by the brand exposure as result of various marketing stimuli or experience (Agusto and Torres, 2018). A positive attitude tends to lead a purchases intention (Jung and Seock, 2016)

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Conclusion