Track: E-Business and E-Commerce

Abstract

Although electronic word-of-mouth (eWOM) has long been recognized for its ability to impact customer decision-making, the mechanism of eWOM influence on customer purchase intention in the e-Marketplace is still unclear. An empirical model is used in this study to examine the factors that determine the credibility of eWOM in e- Marketplaces. The proposed framework explains how customers use e-Marketplace as a platform for sharing information, as well as the impact it has on brand image creation and online purchasing intention through eWOM credibility. The survey research with six-point Likert scale online questionnaire using purposive sampling method collects 237 respondents from five cities in Greater Jakarta. The study tests the hypotheses using SmartPLS, Cronbach's Alpha to determine its reliability, and AVE & factor loading to test the validity. The result shows that the message content, trust, and recommendation in the e-marketplace review section significantly influence eWOM credibility. The credibility of eWOM substantially affects customer purchase intention and brand image creation. Brand image creation partially mediates eWOM credibility and purchase intention. EWOM credibility is becoming a substantial variable as not only it could influence customer purchase intention but also brand image creation. These inputs could be useful for managers and e-marketplace vendors to create design features and evaluation tools that assist consumers in identifying credible eWOM messages. Those messages will then increase consumers' "trust" and "loyalty" in e-marketplace vendors.