E-WOM and Its Impacts on Purchasing Behavior: A Comparative Study between Thai and Indonesian Millennials

Q3 Computer Science

International Journal of Electronic Commerce Studies Pub Date : 2021-01-21 DOI:10.7903/IJECS.1893

Athapol Ruangkanjanases, Pasika Jeebjong, N. Sonata, L. Sanny

{"title":"E-WOM and Its Impacts on Purchasing Behavior: A Comparative Study between Thai and Indonesian Millennials","authors":"Athapol Ruangkanjanases, Pasika Jeebjong, N. Sonata, L. Sanny","doi":"10.7903/IJECS.1893","DOIUrl":null,"url":null,"abstract":"Social media has become a valuable information source that creates opportunities for users to share their comments about a product or service, establishing powerful electronic Word-of-Mouth conversations that may have an impact on purchasing behavior. The study aims to 1) study consumers’ perceptions towards the usefulness of electronic Word-Of-Mouth with respect to three factors, i.e. online information quality, online information credibility, and consumers’ attitude towards online information; 2) examine the influence of online information usefulness on online information adoption; and 3) examine the influence of online information adoption on consumers‘ purchase intentions. This study used an online survey to collect primary data from 200 Thai and 200 Indonesian millennial internet users. The result indicates a relatively distinctive result between Thai and Indonesian consumers, as Thai consumers focus mainly on their attitudes towards online information when they consider the usefulness of online information. On the other hand, Indonesian consumers focus on both their attitudes towards online information and the credibility of online information. Nonetheless, both groups share similar traits in other respects. Online information usefulness has an impact on online information adoption, while online information adoption produces a further impact on consumers’ purchase intentions.","PeriodicalId":38305,"journal":{"name":"International Journal of Electronic Commerce Studies","volume":" ","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2021-01-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"5","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Electronic Commerce Studies","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.7903/IJECS.1893","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"Computer Science","Score":null,"Total":0}

引用次数: 5

Abstract

Social media has become a valuable information source that creates opportunities for users to share their comments about a product or service, establishing powerful electronic Word-of-Mouth conversations that may have an impact on purchasing behavior. The study aims to 1) study consumers’ perceptions towards the usefulness of electronic Word-Of-Mouth with respect to three factors, i.e. online information quality, online information credibility, and consumers’ attitude towards online information; 2) examine the influence of online information usefulness on online information adoption; and 3) examine the influence of online information adoption on consumers‘ purchase intentions. This study used an online survey to collect primary data from 200 Thai and 200 Indonesian millennial internet users. The result indicates a relatively distinctive result between Thai and Indonesian consumers, as Thai consumers focus mainly on their attitudes towards online information when they consider the usefulness of online information. On the other hand, Indonesian consumers focus on both their attitudes towards online information and the credibility of online information. Nonetheless, both groups share similar traits in other respects. Online information usefulness has an impact on online information adoption, while online information adoption produces a further impact on consumers’ purchase intentions.

查看原文本刊更多论文

E-WOM及其对购买行为的影响:泰国和印尼千禧一代的比较研究

社交媒体已经成为一个有价值的信息来源，它为用户创造了分享他们对产品或服务的评论的机会，建立了可能对购买行为产生影响的强大的电子口碑对话。本研究旨在1)研究消费者对网络信息质量、网络信息可信度和消费者对网络信息态度三个因素对电子口碑有用性的看法;2)考察网络信息有用性对网络信息采纳的影响;3)考察网络信息接受对消费者购买意愿的影响。这项研究通过在线调查收集了200名泰国和200名印度尼西亚千禧一代互联网用户的原始数据。结果显示泰国和印尼消费者之间的结果相对不同，因为泰国消费者在考虑在线信息的有用性时主要关注他们对在线信息的态度。另一方面，印尼消费者关注的是他们对网络信息的态度和网络信息的可信度。尽管如此，这两个群体在其他方面有着相似的特征。网络信息有用性对网络信息采纳产生影响，而网络信息采纳又对消费者的购买意愿产生影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

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.