Many companies nowadays note that online forums have developed and successfully proven to get closer to their market. Companies' use of Virtual Social Networks continues to be an effective method for supporting shopping flow and customer trust. This relationship leads the customer to own more positive word-of-mouth about the company, especially in a virtual environment. This research examines the effect of Virtual Social Networks (VSN) and Positive EWOM on Purchase Intention. This study was carried out in Indonesia in the context of online shopping efforts based on consumers’ perspectives using purposive sampling with 200 respondents to represent overall users. The data is analysed using Structural Equation Modeling analysis with the help of AMOS. The result shows that VSN brings a significant and positive impact on trust and time flow. Also, there is a substantial and positive impact of EWOM on users’ purchase intention.
The Investigation of Virtual Social Networks (VSN) and Positive EWOM on Purchase Intention: The Role of Trust and Time Flow
4 Views
6 Downloads