e-ISSN 2231-8542
ISSN 1511-3701

Home / Regular Issue / JTAS Vol. 26 (T) Mar. 2018 / JSSH-T0661-2018


The Role of Electronic Word-of-Mouth on Customer Confusion in Increasing Purchase Intention

Viany Utami Tjhin, Bahtiar Saleh Abbas, Dyah Budiastuti, Raymond Kosala and Sofian Lusa

Pertanika Journal of Tropical Agricultural Science, Volume 26, Issue T, March 2018

Keywords: Consumer confusion, electronic word of mouth, omni-channel integration quality, purchase intention

Published on: 8 Jun 2018

This study discusses the antecedents of consumer confusion on purchase intention, namely e-WOM (Electronic word of mouth). This research is aimed at exploring the effect of consumer confusion towards purchase intention moderated by omni-channel integration. Inspired by the new concept of omni-channel, this study developed a model of consumer confusion to increase purchase intention. Data was collected from a survey of 442 consumers, and SmartPLS was used as a Structural Equation Modeling (SEM) tool to analyse data. As a hypothetical development about omni-channel integration as a part of the e-quality service, this study developed three hypotheses. The results of this study showed that e-WOM has a significant impact on (1) consumer confusion, (2) purchase intention mediated by consumer confusion, and (3) purchase intention mediated by consumer confusion and moderated by quality of omni-channel integration quality. The findings of this study differed from those of previous research. The various opinions and information obtained by consumers through e-WOM increased their confusion, and thus made it difficult for them to make purchasing decisions. In Indonesia, consumers were unaware of the excellent omni-channel services, which improved speed and convenience of purchase process.

ISSN 1511-3701

e-ISSN 2231-8542

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