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