Academy of Entrepreneurship Journal (Print ISSN: 1087-9595; Online ISSN: 1528-2686)


Factors Contributing to Online Shopping Behavior During Covid-19 Pandemic: The Power of Electronic Word of Mouth in Digital Generation

Author(s): Grace Odilia, Rezki Ashriyana Sulistiobudi and Efi Fitriana

The digital generation has different experiences, values, attitudes, and preferences that significantly influence their purchase patterns and shopping behavior. They prefer to use internet access for online shopping, which can simplify transaction systems to make purchases. A comment column is provided on shopping platforms so that customers can leave reviews or testimonials from the results of shopping made. A review column is a form of electronic word of mouth (eWOM). The eWOM can also be used as a source of information for other customers to create purchase intention. The high exposure of students to the internet has become a strategy in improving marketing products. This study aimed to examine the relationship between eWOM and online shopping made by university students regarding the determinants of intention. The method used in this study was a cross-sectional study. The population in this study was undergraduate students from one of state university in Indonesia. The sample in this study was 256 students who were selected using clustered and stratified random sampling techniques. The instruments used in this study were e-WOM scale and Intention with Likert scale and in the form of a questionnaire. The analysis used descriptive statistics, correlation, and regression analysis. The data were processed using SPSS ver. 25. The result of this study showed that there was a relationship between eWOM and online purchase intention. The result of the regression analysis was that eWOM did not influence intention without the mediating role of the determinant factors. The eWOM should be mediated by an intention formation to create students’ intention.

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