网络口碑和社交媒体使用对服装行业购买决策的影响

Proceedings of the 2019 International Conference on E-business and Mobile Commerce Pub Date : 2019-05-22 DOI:10.1145/3332324.3332333

V. U. Tjhin, Siti Nurul Aini

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引用次数: 13

摘要

本研究的目的是通过消费者信任来确定社交媒体使用和电子口碑(E-WOM)对购买决策的影响。本研究是针对印尼服装行业的顾客进行的。本研究采用方便抽样的方法，对151名在线购买服装产品的受访者进行了调查和数据收集。本研究使用偏最小二乘结构方程模型(PLS-SEM)分析数据。本研究结果发现，社交媒体的使用对购买决策没有显著影响。社交媒体的使用对信任也没有显著影响。E-WOM对采购决策有显著影响。电子口碑对信任有显著影响。信任对购买决策有显著影响。社交媒体使用和e -口碑对信任中介的购买决策没有显著影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Effect of E-WOM and Social Media Usage on Purchase Decision in Clothing Industry

The aim of this study was to determine the effect of social media usage and electronic word of mouth (E-WOM) on purchase decision through consumer trust. This research was conducted on customers of clothing industry in Indonesia. The study conducted survey and collected data from a sample of 151 respondents who buy clothing products online by using convenience sampling method. The study analyzed data using Partial Least Square Structure Equation Modeling (PLS-SEM). The results of this study found that social media usage does not have a significant effect on purchase decision. Social media usage also does not have a significant effect on trust. E-WOM has a significant effect on purchase decision. E-WOM has a significant effect on trust. Trust has a significant effect on purchase decision. Social media usage and E-WOM has no significant effect on purchase decision mediated by trust.

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Proceedings of the 2019 International Conference on E-business and Mobile Commerce

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