Nugrahani Puspa Wardhani, Ratna Roostika

The Influence of Electronic Word of Mouth on Purchase Intention of Somethinc Products in E-Commerce Marketplace Category

Introduction

The influence of electronic word of mouth on purchase intention of somethinc products in e-commerce marketplace category. Explore how eWOM impacts purchase intention for Somethinc products in e-commerce. Study reveals information credibility & consumer attitude drive purchases, vital for digital marketing success.

Abstract

The rapid growth of e-commerce and digital marketing has significantly influenced consumer purchasing decisions, particularly through Electronic Word of Mouth (eWOM). This study examines the impact of Information Credibility, Information Usefulness, Information Adoption, and Attitude Towards Information on Purchase Intention of Somethinc products in e-commerce marketplace platforms. Using a quantitative approach, data were collected through an online survey with convenience sampling, involving respondents who are active marketplace users and familiar with Somethinc. The study employed Partial Least Square-Structural Equation Modeling (PLS-SEM) with SmartPLS software for data analysis. The findings indicate that Information Credibility significantly influences both Information Usefulness and Information Adoption, suggesting that credible eWOM enhances consumer decision-making processes. Moreover, Information Adoption and Attitude Towards Information positively affect Purchase Intention, emphasizing the role of consumer perception in driving purchases. However, Information Usefulness does not have a direct impact on Purchase Intention, implying that the mere usefulness of information does not necessarily translate into a purchase decision. These results reinforce the importance of trustworthy e WOM in shaping consumer behavior. Businesses should focus on enhancing review credibility, optimizing consumer engagement strategies, and leveraging influencer marketing to strengthen their digital marketing efforts. Future research should explore additional factors such as brand loyalty and perceived risk, as well as expand the study to other product categories.

Review

This study thoroughly investigates the intricate influence of Electronic Word of Mouth (eWOM) on consumer purchase intention, specifically focusing on Somethinc beauty products within e-commerce marketplaces. Given the exponential growth of digital marketing and online retail, this topic is exceptionally timely and relevant, providing valuable insights into contemporary consumer behavior. Employing a quantitative approach with PLS-SEM analysis, the research systematically explores the roles of Information Credibility, Usefulness, Adoption, and Attitude Towards Information in shaping purchasing decisions. The study's focus on a specific brand and product category offers a tangible context for understanding these dynamics within a rapidly evolving digital landscape. A significant strength of this research lies in its robust methodology, utilizing Partial Least Square-Structural Equation Modeling (PLS-SEM) to model complex relationships between its chosen constructs. The findings are particularly insightful, demonstrating that Information Credibility is a foundational element, significantly influencing both Information Usefulness and Adoption. Crucially, the study identifies Information Adoption and Attitude Towards Information as direct positive drivers of Purchase Intention, underscoring the psychological processes consumers undergo when evaluating eWOM. The nuanced revelation that Information Usefulness does not directly translate into Purchase Intention is a noteworthy contribution, challenging simplistic assumptions and highlighting the importance of deeper engagement and belief (adoption/attitude) over mere utility. These results offer actionable recommendations for businesses, urging them to prioritize review credibility and strategic engagement. While providing valuable contributions, the study's scope could be further enhanced. The use of convenience sampling and a focus on a single product category (Somethinc) might limit the generalizability of the findings to broader consumer bases or diverse product types. Future research, as judiciously suggested by the authors, would benefit immensely from exploring additional variables such as brand loyalty, perceived risk, or the impact of different e-commerce platform features. Expanding the study to include comparative analyses across various product categories or cultural contexts could also offer richer insights. Despite these considerations, this paper makes a solid contribution to the literature on eWOM and consumer behavior, offering a clear framework for understanding how digital interactions translate into purchasing decisions in the e-commerce landscape.

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