Exploring the Influence of Electronic Word of Mouth and Customer Reviews on Purchase Decisions: The Mediating Role of Trust in the Shopee Marketplace
Journal Title: MindVanguard: Beyond Behavior - Year 2024, Vol 2, Issue 2
Abstract
The dynamics of consumer behavior within the rapidly evolving e-commerce landscape necessitate a nuanced understanding, particularly in digital marketplaces. This study investigates the complex relationships among Electronic Word of Mouth (e-WoM), customer reviews, trust, and purchase decisions, with a specific focus on Generation Z (Gen Z) consumers utilizing the Shopee platform in Indonesia. Given Shopee's prominence in Indonesia's flourishing e-commerce sector, insights derived from this analysis hold significant implications for both practitioners and scholars. Data were collected from 127 Gen Z respondents in Tangerang, Indonesia, and analyzed using Structural Equation Modeling (SEM). The findings reveal that e-WoM and customer reviews play a crucial role in shaping consumer trust, which in turn, exerts a significant influence on purchase decisions. Trust is identified as a key mediating factor that links e-WoM and customer reviews to purchase intentions, thereby underscoring its importance in the consumer decision-making process. The study further highlights the direct impact of both e-WoM and customer reviews on trust, which subsequently drives purchase behaviors. These results contribute to the broader understanding of consumer behavior in digital environments, emphasizing the strategic importance of fostering trust through e-WoM and customer reviews to enhance brand perception and increase sales. This research offers empirical evidence supporting the critical role of trust as a mediator in the relationship between e-WoM, customer reviews, and purchase decisions, particularly within the context of Gen Z consumers on the Shopee platform. The implications of these findings suggest that businesses should develop targeted marketing strategies that leverage e-WoM and customer reviews to build consumer trust and drive e-commerce growth.
Authors and Affiliations
Tri Wahyuningjati, Edi Purwanto
Keywords
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- EP ID EP752334
- DOI https://doi.org/10.56578/mvbb020201
- Views 25
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