The Effect of Electronic Word of Mouth, Message Source Credibility, Information Quality on Brand Image and Purchase Intention

Abstract

This study is aimed to investigate the extent to which electronic word of mouth (eWOM) affects brand image and purchase intention. Further, other variables employed in this study are message source credibility and information quality. These variables are employed to explore the influence of eWOM on brand image and purchase intention by simultaneously involving message source credibility and information quality as independent variables. Message source credibility and information quality become important, because they can affect persuasion of customers. The research type is explanatory research with quantitative approach. The sampling technique used in this study was purposive sampling. The model was tested empirically using sample of 138 members of MIUI Indonesia Fansite. Analysis data technique in this study uses Generalized Structured Component Analysis (GSCA) to examine the effect of electronic word of mouth, message source credibility, information quality on brand image and purchase intention. Results showed that electronic word of mouth, message source credibility, information quality have positive and significant effect on brand image and purchase intention. Key words: electronic word of mouth; message source credibility; information; brand image; purchase intention

Enhancing resilience to negative information in consumer-brand interaction: the mediating role of brand knowledge and involvement

“…In the contemporary world, the consumers are continuously looking for more information about the different brands because today's world is full of imperfect information; consumers have become keen and observant to any piece of information that makes them distinguish between these brands to satisfy their needs better; the more information the consumers have, the smarter their choices (Atika et al, 2016;Brucks, 1984;Wu and Wang, 2011). The quality of received information plays an important role in choosing a specific brand.…”

“…The quality of received information plays an important role in choosing a specific brand. It refers to the overall level of consumers' judgment and evaluation of the information quality based on certain attributes such as accuracy, relevancy, and timeliness of the information presented by the brand (Atika et al, 2016;Cheung and Lee, 2008;Kim and Niehm, 2009). Consumers tend to react negatively towards any brand they like or admire if the negative information they know about this brand is major and has a bad influence on their lives such as health and safety problems (e.g.…”

“…Comprehensiveness and relevance, integral parts of information quality, affect the consumers' tendency to acquire the brand and impact their intentions and actions (Cheung and Lee 2008). Information quality contributes to building consumer brand perceptions as there is a direct and positive link between perceived information quality and consumers' perceptions (Atika et al, 2016;Wu and Wang2011). In online shopping context, the quality of information used as an indicator to determine the quality of the product and services because the consumers are prone to check the brand's website and evaluate the products and the services based on the information presented on the website (Szymanski and Hise 2000;Wang and Strong, 1996).…”

Electronic Word of Mouth, Brand Image, Trust and Online Utilization Intention

“…In line with them, Jalilvand and Samiei (2012) from Iran and Lien et al (2015), utilizing the hotel visitors in Taiwan, find the same evidence. By sampling the active members of MIUI in Indonesia, Atika et al (2016) confirm this association by inferring a positive effect of brand image on online buying intention, In their research utilizing students in Iran, Farzin and Fattahi (2018) prove a positive influence of brand image on purchasing intention. Nuseir (2019) ensures this effect exists once learning the people from the United Arab Emirates.…”

“…Through their study, Jalilvand and Samiei (2012) prove a positive relationship between electronic word of mouth and the online intention of 341 customers to use the Krodo automobile brand in Iran. Also, in their study, Atika et al (2016) conclude this positive relationship based on the perception of 138 active members of MIUI, Indonesia. In their research, Erkan and Evans (2016) demonstrate that the E-WOM attitude toward information positively relates to purchasing intention of 384 students from universities in the United Kingdom.…”