Decoding the consumer mindset: Exploring the role of e-WOM, online experiences and brand trust in KKV one-stop shop purchase intention

Sherly Hesti Erawati; Rina Rahmawati

doi:10.18535/ijsrm/v12i05.em20

Abstract

This quantitative study aims to contribute to this body of knowledge by investigating the influence of e-WOM, online shopping experiences and brand trust on purchase decisions at KKV one-stop shopping store, a prominent e-commerce platform specializing in one-stop shopping. By examining the roles of e-WOM, online experiences, and brand trust in shaping consumer mindsets and purchase decisions at KKV one-stop shopping store, this study aims to contribute to the growing body of knowledge in consumer behavior and e-commerce research, particularly in the context of one-stop shopping platforms. Primary data were collected through a questionnaire distributed through social media platforms using the Google Form application. The study used a purposive sampling technique and the final sample consisted of 121 respondents. The results show that e-WOM, online shopping experience and brand trust have positive and statistically significant effects on purchase decisions. Specifically, favorable e-WOM communication, positive online shopping experience and high levels of brand trust increase the likelihood that consumers will purchase from KKV one-stop shopping store. The findings highlight the importance of cultivating positive e-WOM, providing seamless online shopping experiences and fostering brand trust as strategies to improve consumer purchase decisions in the e-commerce space.

Keywords

electronic word of mouth (e-WOM)online shopping experiencebrand trust

References

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Jain, M., Dixit, S., & Shukla, A. (2022). Role of e-service quality, brand commitment and e-WOM trust on e-WOM intentions of millennials. The International Review of Retail, Distribution and Consumer Research, 33, 23 - 43.Google Scholar ↗
Sinha, N. (2015). Brand trust-a study of the factors in the new digital medium of marketing. International Journal of Research in Finance and Marketing, 5, 98-114.Google Scholar ↗
Ha, H., & Perks, H. (2005). Effects of consumer perceptions of brand experience on the web: brand familiarity, satisfaction and brand trust. Journal of Consumer Behaviour, 4, 438-452.Google Scholar ↗
Tran, G., & Strutton, D. (2020). Comparing email and SNS users: Investigating e-servicescape, customer reviews, trust, loyalty and E-WOM. Journal of Retailing and Consumer Services, 53, 101782.Google Scholar ↗
N., Mahliza, F., Nugroho, L., & Putra, Y. (2021). The Effect of E-WOM, Brand Trust, and Brand Ambassador on Purchase Decisions at Tokopedia Online Shopping Site. IOP Conference Series: Materials Science and Engineering, 1071.Google Scholar ↗
Cuong, P. (2020). Factors Influencing E-WOM Online Consumer Goods Purchase Behavior Evidence from Vietnam. Academy of Entrepreneurship Journal.Google Scholar ↗
Rahman, M. (2020). Brand Image, e-WOM, Trust and Online Purchase Intention of Digital Products among Malaysian Consumers. Journal of Xi'an University of Architecture & Technology.Google Scholar ↗
Ahmad, A., Abuhashesh, M., Obeidat, Z., & AlKhatib, M. (2020). E-WOM and airline e-ticket purchasing intention: Mediating effect of online passenger trust. Management Science Letters, 10, 2729-2740.Google Scholar ↗
Castellano, S., & Dutot, V. (2017). Investigating the Influence of E-Word-of-Mouth on E-Reputation. International Studies of Management & Organization, 47, 42 - 60.Google Scholar ↗
Wakefield, R. (2013). The influence of user’s affect in online information disclosure. J. Strateg. Inf. Syst., 22, 157-174.Google Scholar ↗
Pereira, H., Cardoso, M., & Dionísio, P. (2017). The determinants of website purchases: the role of e-customer loyalty and word-of-mouth. International Journal of Electronic Marketing and Retailing, 8, 136-156.Google Scholar ↗
Citrasumidi, R., & Pasaribu, L. (2023). Analysis of the Influence of Social Media Marketing and e-WOM on Purchase Decisions Mediated by Brand Awareness and Trust at "X" Ice Cream Outlets. International Journal of Social Service and Research.Google Scholar ↗
Ha, H. (2004). Factors influencing consumer perceptions of brand trust online. Journal of Product & Brand Management, 13, 329-342.Google Scholar ↗
Syahrivar, J., & Ichlas, A. (2018). The Impact of Electronic Word of Mouth (e-WoM) on Brand Equity of Imported Shoes: Does a Good Online Brand Equity Result in High Customers’ Involvements in Purchasing Decisions?11, 57-69.Google Scholar ↗
Abubakar, A., & Ilkan, M. (2016). Impact of online WOM on destination trust and intention to travel: A medical tourism perspective. Journal of Destination Marketing and Management, 5, 192-201.Google Scholar ↗
Loureiro, S., Gorgus, T., & Kaufmann, H. (2017). Antecedents and outcomes of online brand engagement: The role of brand love on enhancing electronic-word-of-mouth. Online Inf. Rev., 41, 985-1005.Google Scholar ↗
El-Baz, B., Elseidi, R., & El-Maniaway, A. (2018). Influence of Electronic Word of Mouth (e-WOM) on Brand Credibility and Egyptian Consumers' Purchase Intentions. Int. J. Online Mark., 8, 1-14.Google Scholar ↗
Yu, X., Yuan, C., Kim, J., & Wang, S. (2020). A new form of brand experience in online social networks: An empirical analysis. Journal of Business Research.Google Scholar ↗
Falahat, M., Lee, Y., Foo, Y., & Chia, C. (2019). A model for consumer trust in e-commerce. Asian Academy of Management Journal.Google Scholar ↗
Sari, N., Fauzi, A., & Rini, E. (2021). The Effect of Electronic Word of Mouth (E-Wom) and Brand Image on Repurchase Intention Moderated by Brand Trust in the Garuda Indonesia Airline. International Journal of Research and Review.Google Scholar ↗
Ardyan, E., Retnawati, B., & Farida, N. (2018). E-WOM attractiveness, e-brand community trust, e-brand community experience and brand loyalty: a study on XIAOMI electronic brand community in Indonesia.Google Scholar ↗
Yoo, C., Sanders, G., & Moon, J. (2013). Exploring the effect of e-WOM participation on e-Loyalty in e-commerce. Decis. Support Syst., 55, 669-678.Google Scholar ↗

[refR-1] Reinartz, W., Wiegand N., Imschloss, M. (2019). The impact of digital transformation on the retailing value chain. International Journal of Research in Marketing. 36, 3, 350-366.Google Scholar ↗

[refR-2] Jain, M., Dixit, S., & Shukla, A. (2022). Role of e-service quality, brand commitment and e-WOM trust on e-WOM intentions of millennials. The International Review of Retail, Distribution and Consumer Research, 33, 23 - 43.Google Scholar ↗

[refR-3] Sinha, N. (2015). Brand trust-a study of the factors in the new digital medium of marketing. International Journal of Research in Finance and Marketing, 5, 98-114.Google Scholar ↗

[refR-4] Ha, H., & Perks, H. (2005). Effects of consumer perceptions of brand experience on the web: brand familiarity, satisfaction and brand trust. Journal of Consumer Behaviour, 4, 438-452.Google Scholar ↗

[refR-5] Tran, G., & Strutton, D. (2020). Comparing email and SNS users: Investigating e-servicescape, customer reviews, trust, loyalty and E-WOM. Journal of Retailing and Consumer Services, 53, 101782.Google Scholar ↗

[refR-6] N., Mahliza, F., Nugroho, L., & Putra, Y. (2021). The Effect of E-WOM, Brand Trust, and Brand Ambassador on Purchase Decisions at Tokopedia Online Shopping Site. IOP Conference Series: Materials Science and Engineering, 1071.Google Scholar ↗

[refR-7] Cuong, P. (2020). Factors Influencing E-WOM Online Consumer Goods Purchase Behavior Evidence from Vietnam. Academy of Entrepreneurship Journal.Google Scholar ↗

[refR-8] Rahman, M. (2020). Brand Image, e-WOM, Trust and Online Purchase Intention of Digital Products among Malaysian Consumers. Journal of Xi'an University of Architecture & Technology.Google Scholar ↗

[refR-9] Ahmad, A., Abuhashesh, M., Obeidat, Z., & AlKhatib, M. (2020). E-WOM and airline e-ticket purchasing intention: Mediating effect of online passenger trust. Management Science Letters, 10, 2729-2740.Google Scholar ↗

[refR-10] Castellano, S., & Dutot, V. (2017). Investigating the Influence of E-Word-of-Mouth on E-Reputation. International Studies of Management & Organization, 47, 42 - 60.Google Scholar ↗

[refR-11] Wakefield, R. (2013). The influence of user’s affect in online information disclosure. J. Strateg. Inf. Syst., 22, 157-174.Google Scholar ↗

[refR-12] Pereira, H., Cardoso, M., & Dionísio, P. (2017). The determinants of website purchases: the role of e-customer loyalty and word-of-mouth. International Journal of Electronic Marketing and Retailing, 8, 136-156.Google Scholar ↗

[refR-13] Citrasumidi, R., & Pasaribu, L. (2023). Analysis of the Influence of Social Media Marketing and e-WOM on Purchase Decisions Mediated by Brand Awareness and Trust at "X" Ice Cream Outlets. International Journal of Social Service and Research.Google Scholar ↗

[refR-14] Ha, H. (2004). Factors influencing consumer perceptions of brand trust online. Journal of Product & Brand Management, 13, 329-342.Google Scholar ↗

[refR-15] Syahrivar, J., & Ichlas, A. (2018). The Impact of Electronic Word of Mouth (e-WoM) on Brand Equity of Imported Shoes: Does a Good Online Brand Equity Result in High Customers’ Involvements in Purchasing Decisions?11, 57-69.Google Scholar ↗

[refR-16] Abubakar, A., & Ilkan, M. (2016). Impact of online WOM on destination trust and intention to travel: A medical tourism perspective. Journal of Destination Marketing and Management, 5, 192-201.Google Scholar ↗

[refR-17] Loureiro, S., Gorgus, T., & Kaufmann, H. (2017). Antecedents and outcomes of online brand engagement: The role of brand love on enhancing electronic-word-of-mouth. Online Inf. Rev., 41, 985-1005.Google Scholar ↗

[refR-18] El-Baz, B., Elseidi, R., & El-Maniaway, A. (2018). Influence of Electronic Word of Mouth (e-WOM) on Brand Credibility and Egyptian Consumers' Purchase Intentions. Int. J. Online Mark., 8, 1-14.Google Scholar ↗

[refR-19] Yu, X., Yuan, C., Kim, J., & Wang, S. (2020). A new form of brand experience in online social networks: An empirical analysis. Journal of Business Research.Google Scholar ↗

[refR-20] Falahat, M., Lee, Y., Foo, Y., & Chia, C. (2019). A model for consumer trust in e-commerce. Asian Academy of Management Journal.Google Scholar ↗

[refR-21] Sari, N., Fauzi, A., & Rini, E. (2021). The Effect of Electronic Word of Mouth (E-Wom) and Brand Image on Repurchase Intention Moderated by Brand Trust in the Garuda Indonesia Airline. International Journal of Research and Review.Google Scholar ↗

[refR-22] Ardyan, E., Retnawati, B., & Farida, N. (2018). E-WOM attractiveness, e-brand community trust, e-brand community experience and brand loyalty: a study on XIAOMI electronic brand community in Indonesia.Google Scholar ↗

[refR-23] Yoo, C., Sanders, G., & Moon, J. (2013). Exploring the effect of e-WOM participation on e-Loyalty in e-commerce. Decis. Support Syst., 55, 669-678.Google Scholar ↗