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Social Capital and Electronic Word-Of-Mouth (eWOM) Effect Toward Online Purchase Intention

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A Social media popularity is growing fast lately due to its capability to mimic daily human social interactivities. The following step that cannot be avoided is the adoption of a social media usage for an online retail activity. This research goal is to find out if a social capital within a social media platform can be used to increase an online purchase intention especially in a social media environment. A model of an online consumer behavior in a social media environment, especially in order to understand what drives purchase intentions, which consists of three variables. The online Purchase Intention and two other variables (eWOM and Social Capital) that could have effect on it are investigated in this research. To test hypotheses, Partially Least Square analysis is conducted to analyze 200 data collected from online questionnaire. The result showed that Social Capital has significant effect on eWOM and eWOM also has effect on Purchase Intentions.
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Keywords: Online Consumer Behavior; Purchase Intention; Social Capital; Social Media; eWOM

Document Type: Research Article

Affiliations: 1: School of Economic and Business, Telkom University, Bandung, Indonesia 2: Universitas Pendidikan Indonesia, Bandung, Indonesia

Publication date: November 1, 2017

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  • ADVANCED SCIENCE LETTERS is an international peer-reviewed journal with a very wide-ranging coverage, consolidates research activities in all areas of (1) Physical Sciences, (2) Biological Sciences, (3) Mathematical Sciences, (4) Engineering, (5) Computer and Information Sciences, and (6) Geosciences to publish original short communications, full research papers and timely brief (mini) reviews with authors photo and biography encompassing the basic and applied research and current developments in educational aspects of these scientific areas.
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