| Issue |
E3S Web Conf.
Volume 426, 2023
The 5th International Conference of Biospheric Harmony Advanced Research (ICOBAR 2023)
|
|
|---|---|---|
| Article Number | 02117 | |
| Number of page(s) | 7 | |
| Section | Innovative Management and Sustainable Society | |
| DOI | https://doi.org/10.1051/e3sconf/202342602117 | |
| Published online | 15 September 2023 | |
Out-of-Group or In-Group E-WOM affects Consumer Purchasing Decision?
1 Business Creation Program, Management Department, BINUS Business School Undergraduate Program, Bina Nusantara University, Jakarta, Indonesia 11480
2 Management Department, BINUS Business School Undergraduate Program, Bina Nusantara University, Jakarta, Indonesia 11480
* Corresponding author: herlina01@binus.edu
The aim of this study is to explore the influence of the two types of e-WOM, out-of-group (influencer marketing and customer review) and in-group (reference group). This study uses a quantitative approach. Data were obtained from 176 respondents who are familiar and active in online shopping in Indonesia. The results of this study found that both out-of-group and in-group source of e-WOM have a positive and significant influence on purchasing decisions. The customer review variable has the highest R2 value, namely 0.741, which means that customer reviews can influence the purchase decision variable by 74.1%. So, it can be concluded that online consumer decisions are more influenced by out-of-group information sources (reviews from other customers) than information from family and friends. Although there have been several past studies, they have been inconsistent and lacking in clarity. Hence, this study aims to provide empirical evidence regarding which form of electronic word of mouth has the biggest influence on purchasing decisions.
© The Authors, published by EDP Sciences, 2023
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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