E-WoM Engagement and Purchase Intention on Social Commerce Specialized in Beauty Products: A Perspective from Young Female Consumers
Main Article Content
Keywords
Social commerce, E-WoM Engagement, Beauty products, Purchase intention
Abstract
This study intends to analyze the impact of e-WoM engagement on social commerce applications of beauty products on customer purchase intention. The Theory of Reasoned Action (TRA), Technology Acceptance Model (TAM), Elaboration Likelihood Model (ELM), and Social Support Theory were employed to investigate the effect of e-WOM engagement on purchase intention. Data were collected from 356 social commerce users in Indonesia, and PLS-SEM was used to analyze the relationship between variables. This study discovered that e-WoM engagement positively affects purchase intention. All the TAM constructs, consisting of innovativeness and social support, also have a positive impact on e-WoM engagement and purchase intention. However, information characteristics have no significant impact on e-WoM engagement. Business players of beauty products and managers of online businesses should pay attention to factors that shape customers’ attitudes to engage in e-WoM in order to stimulate positive e-WoM engagement. This study proposes a new model for research in the field of social commerce and becomes the first research concentrating on social commerce specializing in beauty products.
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References
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Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a Silver Bullet. Journal of Marketing Theory and Practice, 19(2), 139–152. doi: 10.2753/MTP1069-6679190202
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Hajli, N., & Sims, J. (2015). Social commerce: The transfer of power from sellers to buyers.
Technological Forecasting and Social Change, 94, 350–358. doi: 10.1016/j.techfore.2015.01.012
Han, H., Xu, H., & Chen, H. (2018). Social commerce: A systematic review and data synthesis. Electronic Commerce Research and Applications, 30, 38–50. doi: 10.1016/j.elerap.2018.05.005
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Hirschman, E. C. (1980). Innovativeness, Novelty Seeking, and Consumer Creativity. Journal of Consumer Research, 7(3), 283–295.
Islam, T., Pitafi, A. H., Akhtar, N., & Xiaobei, L. (2021). Determinants of purchase luxury counterfeit products in social commerce: The mediating role of compulsive internet use. Journal of Retailing and Consumer Services, 62, 102596. doi: 10.1016/j.jretconser.2021.102596
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Kunja, S. R., & Gvrk, A. (2018). Examining the effect of eWOM on the customer purchase intention through value co-creation (VCC) in social networking sites (SNSs): A study of select Facebook fan pages of smartphone brands in India. Management Research Review, 43(3), 245–269. doi: 10.1108/MRR-04-2017-0128
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Jan 29, 2023
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Wibisono, N., Senalasari, W., White, M., & Februadi, A. (2023). E-WoM Engagement and Purchase Intention on Social Commerce Specialized in Beauty Products: A Perspective from Young Female Consumers. International Journal of Applied Business Research, 5(01), 26-46. Retrieved from https://ijabr.polban.ac.id/ijabr/article/view/311
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