International Journal of Economics, Business and Accounting Research (IJEBAR)
Vol 6, No 3 (2022): IJEBAR, Vol. 6 Issue 3, September 2022

THE EFFECT OF ELECTRONIC WORD OF MOUTH ON PURCHASE INTEREST BASED ON SHOPPING EXPERIENCE

Monique Mega Mahardhika (Catholic Parahyangan University)
Catharina Badra Nawangpalupi (Unknown)
Gandhi Pawitan (Unknown)

Article Info

Publish Date
26 Sep 2022

Abstract

This study discusses the relationship between Electronic Word of Mouth (EWOM) and consumer purchase interest for an online shop in fashion. The study involved 100 respondents from the Instagram account followers, including 50 people who had made a purchase and 50 others who had never made a purchase. The finding shows a positive relationship between the shopping experience and the influence of EWOM, although the correlation rate is low. The shopping experience has a positive and strong magnitude on the effect to the EWOM on purchase intention. The odds ratio shows that the shopping experience affects the ease of online purchases. Also, there is an influence on the shopping experience with purchase interest which is influenced by EWOM.

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Journal Info
International Journal of Economics, Business and Accounting Research (IJEBAR)
Website

Abbrev

IJEBAR

Publisher

STIE AAS Surakarta

Subject

Economics, Econometrics & Finance

Description

International Journal of Economics, Business, and Accounting Research (IJEBAR) is a peer-reviewed, open access international scientific journal dedicated for rapid publication of high-quality original research articles as well as review articles in all areas of Economics, Business and Accounting. ...