The Effect of Social Media Usage and Electronic Word of Mouth on Conviction and Its Impact on Purchase Intention and Customer Loyalty: The Role of Brand Reputation as A Moderator

Q3 Computer Science

International Journal of Electronic Commerce Studies Pub Date : 2024-04-12 DOI:10.7903/ijecs.2257

Elvin Elvin, Aussie Dian Hidayat, Patricia Hilda Tanti, Yuniarty Yuniarty

引用次数: 0

Abstract

The purpose of this study is to propose the concept of conviction in online environment. It examines the vital role of conviction and brand reputation while understanding the impact of social media usage and E-WOM on purchase intentions on e-commerce platforms. Collecting data from respondents from DKI Jakarta using convenience sampling and questionnaires. Analyzed using Structural Equation Modeling (SEM) and empirically tested using Partial Least Square (PLS). The findings show that E-WOM and conviction have a positive effect on purchase intention and consumer loyalty. The results also revealed that social media usage does not have a positive effect on purchase intention. Furthermore, brand reputation (perceived by the customer) moderates the relationship between E-WOM and purchase intention in a manner that this relationship is significantly stronger if there is more positive brand reputation.

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社交媒体使用和电子口碑对信念的影响及其对购买意向和客户忠诚度的影响：品牌声誉的调节作用

本研究旨在提出网络环境中 "信念 "的概念。在了解社交媒体的使用和网络口碑对电子商务平台购买意向的影响的同时，研究信念和品牌声誉的重要作用。采用便利抽样和问卷调查的方式从雅加达 DKI 的受访者中收集数据。使用结构方程模型（SEM）进行分析，并使用偏最小平方（PLS）进行实证检验。研究结果表明，网络口碑和信念对购买意向和消费者忠诚度有积极影响。结果还显示，社交媒体的使用对购买意向没有积极影响。此外，品牌声誉（顾客感知）调节了网络口碑与购买意向之间的关系，即如果品牌声誉更积极，则两者之间的关系会明显更强。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Electronic Commerce Studies Computer Science-Computer Science Applications

CiteScore

1.40

自引率

0.00%

发文量

期刊介绍： The IJECS is a double-blind referred academic journal for all fields of Electronic Commerce. To serve as an international platform, the IJECS encourages manuscript submissions from authors all around the world. As a multi-discipline journal, The IJECS welcome both technology oriented and business oriented electronic commerce research articles. The purpose of the International Journal of Electronic Commerce Studies is to promote electronic commerce research and provide worldwide scholars a place to publish their innovative work in electronic commerce. To be published in the journal, the manuscript must make strong empirical, theoretical, or practical contributions and highlight the significance of the contributions to the electronic commerce field. Thus, preference is given to submissions that test, extend, or build strong theoretical frameworks for electronic commerce theory, electronic commerce system development, and electronic commerce practice. The journal is not tied to any particular national context; the geographic distribution of authors publishing in the journal came from countries around the world. Articles introducing cases of innovative applications in electronic commerce around the world are also published in the journal. The journal provides scholars opportunities to realize the electronic commerce research and development around the world. Articles in the International Journal of Electronic Commerce Studies will include, but are not limited to the following areas.