Main Article Content
Abstract
This study presents a theoretical link between internet advertising and the practice of electronic word-of- mouth (eWOM) to customer’s perception and purchase intention in e-Commerce B2C. A quantitive study was carried out and data were obtained through a systematic questionnaire that distributed to 252 respondents in Indonesia. The SEM (Structural Equation Model) with AMOS program was used to solve the hypotheses developed in this study. The results obtained from this study indicate that internet advertising and EWOM (eWOM) have a positive effect on customer’s perceived value and perceived risk of shopping in e-commerce B2C sites. A significant relationship also emerges between internet advertising and eWOM.
Keywords: Internet advertising, Electronic word-of-mouth, Perceived Value, Perceived Risk, Purchase Intention
Article Details
References
- Breazele, M. (2009). Word of mouse: an assessment of electronic word-of-mouth research. International Journal of Market Research, 297-318.
- Choi, Y.K., Seo, Y.,&Yoon, S.(2017). Socialties, temporal distance, and message concreteness. E- WOM messaging on social media, 495-505.
- Chiu, C. M., Wang, F. T., & Fang, Y. H. (2014). Understanding customers' repeat purchase intentions to B2C e-commerce: The roles of utilitarian, hedonic value and perceived risk. Information Systems Journal, 85-114.
- Cunningham, S. M. (1967). The major dimensons of perceived risk. Risk taking and infomation handling in consumer behaviour.
- Eighmey, J., & Farnall, O. (2000). The relationship among informativeness, user enjoyment and marketing perceptions of commercial sites on the internet. Proceedings of the conference-American academy of advertising, 231-232.
- Emery, V.(1996). How to Grow Your Business on the Internet: Your Complete Guide to Make Money at the Speed of Light (1 ed). InV. Emery, How to Grow Your Business on the Internet: Your Complete Guide to Make Money at the Speed of Light(1ed)(pp.55-140). Scottsdale, Arizona: Coriolis Group Books.
- Garcia-Fernandez, J., Galvez-Ruiz, P., Fernandez-Gavira, J., Velez-Colon, L., Pitts, B., & Bernal- Garcia, A. (2018). The effects of service convenience and perceived quality on perceived value, satisfaction and loyalty in low-cost fitness centers. Sport Management Review, 250- 262.
- Ghozali, I. (2014). Model persamaan struktural konsep dan aplikasi dengan program AMOS 22.0. Semarang: Badan Penerbit Universitas Dipenogoro.
- Hair, J., Anderson, R., Tatham, R. L., & Black, W. C. (1995). Multivariate data analysis with readings. Englewood Cliffs: Prentice-Hall.
- Henning-Thurau, T., Gwinner, K.P., Walsh, G., & Gremler, D. D.(2004). What motivates consumers to articulate themselves on the Internet Electronic word-of-mouth via consumer- opinion platforms, 38-52.
- Im, L., Yongheun, K., & Han, H. J.(2008). The effects of perceived risk and technology type on user's acceptance of technologies .Information &Management, 1-9.
- Im, S., Bhat, S.,& Lee, Y. (2015).Consumer perceptions of product creativity, coolness, value and attitude. Journal of Business Research, 166-172.
- Karjaluoto, H., Tolltnen, A., Pirttinient, J.,& Jayawardhena, C. (2014). Intention to use mobile customer relationship management systems. Industrial Management & Data Systems, 966- 978.
- Kim, B., & Han, L.(2011). The role of utilitarian and hedonic values and their antecedents in a mobile data service environment. Expert Systems With Applications, 2311-2318.
- Levy, S., Duan, W., & Boo, S. (2013). An Analysis of one-star online reviews and responses in the Washington DC lodging market. Cornell Hosp, 49-63.
- Lim, W.M (2015). The Influence of Internet Advertising And Electronic Word-of-mouth On Consumer Perception And Intentions. The Journal of Computer Information System, 81-89.
- Yeh, C.H., Wang, Y.S., & Yieh, K.(2016). Predicting smartphone brand loyalty: Consumer value and consumer- brand identification perspective. International Journal of Information Management, 245-257.
- Sekaran, U. and Bougie, R. (2013) Research Methods for Business: A Skill-Building Approach. 6th Edition, Wiley, New York.
- Sweeney, J.C., and Soutar, G.N. (2001). Consumer Perceived Value: The Development of a Multiple Item Scale. Journal of Retailing, 77, 203-220. http://dx.doi.org/10.1016/S0022-4359(01)00041-0
- Thakur, R., & Srivasta, M. (2014). Adoption readiness, personal innovatiness, perceived risk and usage intention across customer groups for mobile payment sevices in India. Internet Reserach, 369-392.
- Zeithaml, V. A.(1988). Consumer perceptions of price, quality and value: A means-end model and synthesis of evidence. Journal of Marketing, 2-22.
References
Breazele, M. (2009). Word of mouse: an assessment of electronic word-of-mouth research. International Journal of Market Research, 297-318.
Choi, Y.K., Seo, Y.,&Yoon, S.(2017). Socialties, temporal distance, and message concreteness. E- WOM messaging on social media, 495-505.
Chiu, C. M., Wang, F. T., & Fang, Y. H. (2014). Understanding customers' repeat purchase intentions to B2C e-commerce: The roles of utilitarian, hedonic value and perceived risk. Information Systems Journal, 85-114.
Cunningham, S. M. (1967). The major dimensons of perceived risk. Risk taking and infomation handling in consumer behaviour.
Eighmey, J., & Farnall, O. (2000). The relationship among informativeness, user enjoyment and marketing perceptions of commercial sites on the internet. Proceedings of the conference-American academy of advertising, 231-232.
Emery, V.(1996). How to Grow Your Business on the Internet: Your Complete Guide to Make Money at the Speed of Light (1 ed). InV. Emery, How to Grow Your Business on the Internet: Your Complete Guide to Make Money at the Speed of Light(1ed)(pp.55-140). Scottsdale, Arizona: Coriolis Group Books.
Garcia-Fernandez, J., Galvez-Ruiz, P., Fernandez-Gavira, J., Velez-Colon, L., Pitts, B., & Bernal- Garcia, A. (2018). The effects of service convenience and perceived quality on perceived value, satisfaction and loyalty in low-cost fitness centers. Sport Management Review, 250- 262.
Ghozali, I. (2014). Model persamaan struktural konsep dan aplikasi dengan program AMOS 22.0. Semarang: Badan Penerbit Universitas Dipenogoro.
Hair, J., Anderson, R., Tatham, R. L., & Black, W. C. (1995). Multivariate data analysis with readings. Englewood Cliffs: Prentice-Hall.
Henning-Thurau, T., Gwinner, K.P., Walsh, G., & Gremler, D. D.(2004). What motivates consumers to articulate themselves on the Internet Electronic word-of-mouth via consumer- opinion platforms, 38-52.
Im, L., Yongheun, K., & Han, H. J.(2008). The effects of perceived risk and technology type on user's acceptance of technologies .Information &Management, 1-9.
Im, S., Bhat, S.,& Lee, Y. (2015).Consumer perceptions of product creativity, coolness, value and attitude. Journal of Business Research, 166-172.
Karjaluoto, H., Tolltnen, A., Pirttinient, J.,& Jayawardhena, C. (2014). Intention to use mobile customer relationship management systems. Industrial Management & Data Systems, 966- 978.
Kim, B., & Han, L.(2011). The role of utilitarian and hedonic values and their antecedents in a mobile data service environment. Expert Systems With Applications, 2311-2318.
Levy, S., Duan, W., & Boo, S. (2013). An Analysis of one-star online reviews and responses in the Washington DC lodging market. Cornell Hosp, 49-63.
Lim, W.M (2015). The Influence of Internet Advertising And Electronic Word-of-mouth On Consumer Perception And Intentions. The Journal of Computer Information System, 81-89.
Yeh, C.H., Wang, Y.S., & Yieh, K.(2016). Predicting smartphone brand loyalty: Consumer value and consumer- brand identification perspective. International Journal of Information Management, 245-257.
Sekaran, U. and Bougie, R. (2013) Research Methods for Business: A Skill-Building Approach. 6th Edition, Wiley, New York.
Sweeney, J.C., and Soutar, G.N. (2001). Consumer Perceived Value: The Development of a Multiple Item Scale. Journal of Retailing, 77, 203-220. http://dx.doi.org/10.1016/S0022-4359(01)00041-0
Thakur, R., & Srivasta, M. (2014). Adoption readiness, personal innovatiness, perceived risk and usage intention across customer groups for mobile payment sevices in India. Internet Reserach, 369-392.
Zeithaml, V. A.(1988). Consumer perceptions of price, quality and value: A means-end model and synthesis of evidence. Journal of Marketing, 2-22.