Analysis of the information acceptance model (IACM) on the effect of ewom in social media on purchase intention

Gunawan, Matthew and Tjongirin, Richard (2019) Analysis of the information acceptance model (IACM) on the effect of ewom in social media on purchase intention. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

As online marketplaces compete to dominate the online space, e-WOM has become an essential marketing tool. This paper explores the relationship of e-WOM (electronic word of mouth) and its relationship towards purchase intention particularly in the case of Shopee, a multinational company. Taking a deeper on the theoretical model by Evans and Erkan suggesting that factors including information quality, information credibility, needs of information, and attitude towards information through information usefulness and information adoption are the primary variables that influence purchase intention. Therefore, this research is an exploratory research; closed-ended questionnaires were distributed with 294 respondents with college students as the main demographic. The data gathered is processed through three major processes, data coding, data editing and data transformation through descriptive analysis based of Sekaran and Bougie. In the case of Shopee, contrary to the hypothesis; respondent data shows that attitude towards information does not significantly influence information usefulness. On the other hand, the usefulness of information does play a significant influence towards purchase intention. This study implies that Shopee, and to some extent companies that compete in the online space should primarily focus on how useful their information is deemed by consumers. Aside from the managerial implications, this exploratory study can further benefit that of literature research.

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