How Negative eWOM Affects Purchase Intention: Evidence from Indonesian Traveling Apps Users
DOI:
https://doi.org/10.12695/jmt.2023.22.2.5Abstract
Abstract. Traveling apps are effective tools to search information and purchase tourism products. Online reviews are the most influential information source in the tourism industry. This study determines the effect of eWOM factors: informational determinants (perceived eWOM usefulness and eWOM perceived credibility of online reviews); personal determinants (using experience of eWOM and product involvement); and the effects of negative reviews (perceived diagnosticity of negative reviews and negative review impression) on purchase intention in traveling applications through some mediating variables (attitude toward online review, attitude toward product, attitude toward brand, and eWOM adoption). This study uses Information Adoption Model and integrates consumer attitude. There were 356 respondents collected through online survey and purposive sampling. Further, Structural Equation Modeling was employed to analyze 17 hypotheses. The results showed that only perceived credibility of online review has no indirect impact on purchase intention. It exhibits the importance role of consumers' attitude and eWOM adoption as mediating variables in promoting purchase intention. This study contributes to industry, especially traveling application managers to arrange their eWOM strategies and travel product providers in managing their brand activities.
Keywords: Online review, negative eWOM, Information Adoption Model.
Abstrak. Aplikasi traveling efektif digunakan untuk mencari informasi dan membeli produk wisata. Ulasan online adalah sumber informasi paling berpengaruh dalam industri pariwisata. Studi ini menganalisis pengaruh faktor eWOM: informational determinants (perceived eWOM usefulness dan perceived eWOM ecredibility of online reviews), personal determinants (using experience of eWOM dan product involvement), serta effects of negative reviews (perceived diagnosticity of negative reviews dan negative review impression) terhadap purchase intention dalam aplikasi traveling dengan beberapa variabel mediasi (attitude terhadap online review, attitude terhadap produk, attitude terhadap brand, dan eWOM adoption). Penelitian ini menggunakan Information Adoption Model. Terdapat 356 respon yang dikumpulkan melalui survei online dengan purposive sampling. Structural Equation Modeling digunakan untuk menganalisis 17 hipotesis. Hasil penelitian menunjukkan bahwa hanya perceived credibility of online review tidak memiliki dampak tidak langsung terhadap purchase intention. Penelitian ini menunjukkan pentingnya peran sikap konsumen dan adopsi eWOM sebagai variabel mediasi dalam meningkatkan purchase intention. Penelitian ini memberikan kontribusi kepada industri, khususnya pengelola aplikasi perjalanan untuk mengatur strategi eWOM mereka dan penyedia produk perjalanan dalam mengelola aktivitas merek mereka.
Kata kunci: Online review, eWOM negatif, Information Adoption Model.
Downloads
References
Abedi, E., Ghorbanzadeh, D. & Rahehagh, A. (2019). Influence of eWOM information on consumers' behavioral intentions in mobile social networks: evidence of Iran, Journal of Advances in Management Research, 17 (1). 84-109.doi: 10.1108/JAMR-04-2019-0058
Acharya N, Sassenberg A-M, Soar J. (2022) Consumers' Behavioural Intentions to Reuse Recommender Systems: Assessing the Effects of Trust Propensity, Trusting Beliefs and Perceived Usefulness. Journal of Theoretical and Applied Electronic Commerce Research. 2023; 18(1):55-78. doi: doi: 10.3390/jtaer18010004
Ayeh, J.K. (2015), Travellers' acceptance of consumer-generated media: an integrated model of technology acceptance and source credibility theories, Computers in Human Behavior, 48(7). 173-180.
Central Beaureau of Statistics. (2022). Kunjungan Wisatawan Mancanegara per Bulan Menurut Kebangsaan (Kunjungan). https://www.bps.go.id/indicator/16/1470/1/kunjungan-wisatawan-mancanegara-per-bulan-menurut-kebangsaan.html (Accessed 17 July 2022)
Cheung, Man & Luo, Chuan & Sia, Choon & Chen, Huaping. (2009). Credibility of Electronic Word-of-Mouth: Informational and Normative Determinants of On-line Consumer Recommendations. International Journal of Electronic Commerce. 13. 9-38. doi: 10.2753/JEC1086-4415130402
Chih, W.H., Wang, K.Y., Hsu, L.C. & Huang, S.C. (2013). Investigating eWOM effects on online discussion forums: the role of perceived positive eWOM review credibility, Cyberpsychology, Behavior, and Social Networking, 16(9). 658-668.doi: 10.1089/cyber.2012.0364
Ching, R.K., Tong, P., Chen, J., & Chen, H. (2013). Narrative online advertising: identification and its effects on attitude toward a product. Internet Research., 23, 414-438.doi: 10.1108/IntR-04-2012-0077
Cho, G., Hwang, H., Sarstedt, M. & Ringle, C. M. (2018) Cutoff criteria for overall model fit indexes in generalized structured component analysis. J Market Analytics. (8). 189–202. doi: 10.1057/s41270-020-00089-1
Chong, A.Y.L., Khong, K.W., Ma, T., McCabe, S. & Wang, Y. (2018). Analyzing key influences of tourists’ acceptance of online reviews in travel decisions, Internet Research, 28(3). 564-586. doi: 10.1108/IntR-05-2017-0212
Cummings, J., & Dennis, A. R. (2018). Virtual first impressions matter: The effect OF enterprise social networking sites ON impression formation IN virtual teams. MIS Quarterly, 42(3). 697–717.doi: 10.25300/MISQ/2018/13202
Essi Pöyry (2011). Hedonic and utilitarian search for electronic word-of-mouth and implications on purchase value. [Master thesis]. Department of Marketing, Aalto University, Espoo.
Filieri, Raffaele & Raguseo, Elisabetta & Vitari, Claudio. (2019). What moderates the influence of extremely negative ratings? The role of review and reviewer characteristics. International Journal of Hospitality Management. doi: 10.1016/j.ijhm.2018.07.013.
Izogo, E.E., Jayawardhena, C. & Karjaluoto, H. (2023). Negative eWOM and perceived credibility: a potent mix in consumer relationships, International Journal of Retail & Distribution Management, 51 (2), 149-169. doi: 10.1108/IJRDM-01-2022-0039
Ghozali, I. (2016). Aplikasi Analisis Multivariete Dengan Program IBM SPSS 23 (8). Semarang: Badan Penerbit Universitas Diponegoro.
Gibreel, O., AlOtaibi, D. A. & Altmann, J. (2018). Social commerce development in emerging markets. Electronic Commerce Research and Applications. 27 (1). 152–62. doi: 10.1016/j.elerap.2017.12.008
Hsu, C.L., Lin, J.C.C. & Chiang, H.S. (2013). The effects of blogger recommendations on customers’ online shopping intentions. Internet Res. 23. 69–88.
Hsu, L.-C. (2022). Effect of eWOM review on beauty enterprise: a new interpretation of the attitude contagion theory and information adoption model. Journal of Enterprise Information Management, 35 (2). 376-413. doi: 10.1108/JEIM-07-2020-0261
Hussain, S., Guanju, W., Jafar, R.M.S., Ilyas, Z., Mustafa, G. & Jianzhou, Y. (2017). Consumers’ online information adoption behaviour: motives and antecedents of electronic word of mouth communications. Computers in Human Behavior, 80. 22-32. doi: 10.1016/j.chb.2017.09.019
Irwan & Adam, K (2015). Metode Partial Least Square (PLS) dan Terapannya. Jurnal Teknosains, 9 (1). 53 - 68
Jiang, Z., & Benbasat, I. (2004). Virtual product experience: Effects of visual and functional control of products on perceived diagnosticity and flow in electronic shopping. Journal of Management Information Systems, 21(3). 111–147.doi: 10.1080/07421222.2004.11045817
Jiang, N., Khong, K.W., Gan, J.L., Turner, J.J., Teng, S. & Xavier, J.A. (2022), Impact of athlete performance and brand social value on product involvement: a mediation role of celebrity endorsement in social media, Asia-Pacific Journal of Business Administration, (ahead-of-print). doi: 10.1108/APJBA-05-2022-0204.
Kuan, K. K., Hui, K.-L., Prasarnphanich, P., & Lai, H.-Y. (2015). What makes a review voted? An empirical investigation of review voting in online review systems. Journal of the Association for Information Systems, 16(1), 1. doi: 10.17705/ 1jais.00386
Lafferty, B.A. & Goldsmith, R.E. (1999) Corporate Credibility’s Role in Consumers’ Attitudes and Purchase Intentions When a High versus a Low Credibility Endorser Is Used in the Ad. Journal of Business Research, 44, 109-116.
Le, L.H., & Ha, Q. (2021). Effects of negative reviews and managerial responses on consumer attitude and subsequent purchase behavior: An experimental design. Computer Human Behavior, 124, 106912.doi : 10.1016/j.chb.2021.106912
Lee, E.J. & Shin, S.Y. (2014). When do consumers buy online product reviews? Effects of review quality, product type, and reviewer’s photo, Computers in Human Behavior, 31. 356-366.doi : 10.1016/j.chb.2013.10.050
Lee, S., Kim, K.J. & Sundar, S.S. (2015), “Customization in location-based advertising: effects of tailoring source, locational congruity, and product involvement on ad attitudes, Computers in Human Behavior, (51). 336-343.
Lee, H., Min, J. & Yuan, J. (2021). The influence of eWOM on intentions for booking luxury hotels by generation Y, Journal of Vacation Marketing, 27(3), doi: 10.1177/1356766720987872
Lu, L.C., Chang, W.P. & Chang, H.H. (2014), Consumer attitudes toward blogger’s sponsored recommendations and purchase intention: the effect of sponsorship type, product type, and brand awareness, Computers in Human Behavior, 34, 258-266.doi: doi.org/10.1016/j.chb.2014.02.007
Luan, J., Yao, Z., Zhao, F.T. & Liu, H. (2016), Search product and experience product online reviews: an eye-tracking study on consumers’ review search behavior, Computers in Human Behavior, 65. 420-430.
MajlesiRad, Z. & Haji Pour Shoushtari, A.H. (2020), Analysis of the impact of social network sites and eWOM marketing, considering the reinforcing dimensions of the concept of luxury, on tendency toward luxury Brand, Future Business Journal, 6(1). 1-19. doi : 10.1186/s43093-020-00025-w
Mumuni, A.G., Lancendorfer, K.M., O’Reilly, K.A. and MacMillan, A. (2019). Antecedents of consumers’ reliance on online product reviews. Journal of Research in Interactive Marketing, 13 (1). 26-46. doi : 10.1108/JRIM-11-2017-0096
Nambisan, S. & Baron, R.A. (2007). Interactions in virtual customer environments: implications for product support and customer relationship management, Journal of Interactive Marketing, 21(2). 42-62
Park, C. & Lee, T.M. (2009a). Antecedents of online reviews’ usage and purchase influence: an empirical comparison of U.S. and Korean consumers, Journal of Interactive Marketing, 23(4). 332-340.
Park, C., Wang, Y., Yao, Y. & Kang, Y.R. (2011). Factors influencing eWOM effects: using experience, credibility, and susceptibility, International Journal of Social Science and Humanities, 1(1). 74-79.
Peng, L., Zhang, W., Wang, X. & Liang, S. (2019). Moderating effects of time pressure on the relationship between perceived value and purchase intention in social E-commerce sales promotion: Considering the impact of product involvement, Information & Management, 56(2). 317-328. doi: 10.1016/j.im.2018.11.007.
Phua, J., S. V. Jin, & J. Kim. (2017). Uses and gratifications of social networking sites for bridging and bonding social capital: A comparison of Facebook, Twitter, Instagram, and Snapchat. Computers in Human Behavior. 72 (7): 115–22. doi: 10.1016/j.chb.2017.02.041.
Populix. (2021). Traveloka, Aplikasi Pesan Hotel Pilihan Mayoritas Masyarakat pada Liburan Akhir Tahun. https://databoks.katadata.co.id/datapublish /2021 /12/24/traveloka-aplikasi-pesanhotel-pilihan-mayoritas-masyarakat-pada-liburan-akhir-tahun (accessed 10 October 2022).
Pour, R.S.A., Darani, H.R. & Rahnama, A. (2020). Electronic word of mouth as a motivation tool in searching, using information and travel decision: an empirical study in shiraz, International Journal of Tourism and Hospitality in Asia Pacific, 3(2). 1-12.doi : 10.32535/ijthap.v3i2.818
Purnawirawan, N., Dens, N. & De Pelsmacker, P. (2012). Balance and sequence in online reviews: how perceived usefulness affects attitudes and intentions, Journal of Interactive Marketing, 26(4). 244-255. doi: 10.1016/j.intmar.2012.04.002
Rizvi, W.H. & Oney, E. (2018), The influence of emotional confidence on brand attitude: using brand belief as mediating variable, Economic Research-Ekonomska Istrazivanja, 31(1). 158-170.doi: 10.1080/1331677X.2017.1421993
Babić Rosario, A., Sotgiu, F., De Valck, K., & Bijmolt, T. H. A. (2016). The Effect of Electronic Word of Mouth on Sales: A Meta-Analytic Review of Platform, Product, and Metric Factors. Journal of Marketing Research, 53(3), 297–318. doi: 10.1509/jmr.14.0380
Roy, G., Datta, B., Mukherjee, S., Basu, R. & Shrivastava, A K. (2021) Effect of eWOM valence on purchase intention: the moderating role of product. International Journal of Technology Marketing. 15(2-3). 158-180. doi: 10.1504/IJTMKT.2021.118201
Sainy, M., & Singh, T. (2023). Adoption of Technology on the Attitude of Consumers in Banking Sector using TAM Model. International Journal of Research and Analytical Reviews. 10 (1). 98 -106.
Shan, Y. (2016), How credible are online product reviews? the effects of self-generated and system generated cues on source credibility evaluation, Computers in Human Behavior, 55, 633-641.doi: 10.1016/j.chb.2015.10.013
Shih, H.P., Lai, K.H. & Cheng, T.C.E. (2013). Informational and relational influences on electronic word of mouth: an empirical study of an online consumer discussion forum, International Journal of Electronic Commerce, 17(4). 137-166.doi: 10.2753/JEC1086-4415170405
Sussman, S.W. & Siegel, W.S. (2003). Informational influence in organizations: an integrated approach to knowledge adoption. Information Systems Research, 14 (1). 47-65.doi: 10.1287/isre.14.1.47.14767
Travel Daily News (2021), “Most popular mobile apps for travel”, available at: www.traveldailynews.com/ post/most-popular-mobile-apps-for-travelers (accessed 22 December 2022).
Wang, Yu. (2016) Information Adoption Model, a Review of the Literature. Journal of Economics, Business and Management, 4(11). 618-622
Downloads
Submitted
Accepted
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Jurnal Manajemen Teknologi
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. Copyright @2023. This is an open-access article distributed under the terms of the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License (http://creativecommons.org/licenses/by-nc-sa/4.0/) which permits unrestricted non-commercial used, distribution and reproduction in any medium.
