The Mediation Role of Review Helpfulness, Customers Trust, and Brand Attitude Towards Positive e-WOM and Purchase Intention in Cosmetic Shopping Experience
Dublin Core
Title
The Mediation Role of Review Helpfulness, Customers Trust, and Brand Attitude Towards Positive e-WOM and Purchase Intention in Cosmetic Shopping Experience
Subject
Brand attitude, Customers trust on e-WOM, Positive e-WOM, Purchase intention, Review helpfulness.
Description
Objective: This study aims to examine the effectiveness of positive electronic word of mouth (e-WOM) in influencing the purchase intention of the cosmetic retailer and the role of review helpfulness, customers' trust in e-WOM, and the role of brand attitude as a mediator in the relationship.
Design/Methods/Approach: This study adopts descriptive quantitative research methods. The populations are women who frequently buy cosmetic products and are selected using non-probability and purposive sampling techniques. The data collection used an online survey with 155 respondents. Afterward, Partial Least Square–Structural Equation Modeling (PLS-SEM) was used to test the hypotheses.
Findings: Findings indicate that positive e-WOM has a positive and significant effect on review helpfulness. Review helpfulness also positively and significantly affects customers' trust in e-WOM and brand attitude. This study also found that customers' trust in e-WOM and brand attitude positively and significantly affected purchase intention. In addition, this study also found that review helpfulness has a positive and insignificant effect on purchase intention. Moreover, results suggest that review helpfulness, customers' trust in e-WOM, and brand attitude positively and significantly mediate the effect of positive e-WOM on purchase intention.
Originality: This study contributes to the marketing literature by using the positive e-WOM variable to see its effect on review helpfulness, customers' trust in e-WOM, brand attitude, and purchase intention in the cosmetic retailing context.
Practical/Policy Implications: Given that positive e-WOM improves customers' purchase intention through review helpfulness, trust in e-WOM, and brand attitude, cosmetic retailers are recommended to encourage their customers to post a review on the retailers' websites or applications. In addition, Cosmetic retailers also recommend displaying the customers' reviews. Hence, the reviews may help other customers know about the products before buying.
Design/Methods/Approach: This study adopts descriptive quantitative research methods. The populations are women who frequently buy cosmetic products and are selected using non-probability and purposive sampling techniques. The data collection used an online survey with 155 respondents. Afterward, Partial Least Square–Structural Equation Modeling (PLS-SEM) was used to test the hypotheses.
Findings: Findings indicate that positive e-WOM has a positive and significant effect on review helpfulness. Review helpfulness also positively and significantly affects customers' trust in e-WOM and brand attitude. This study also found that customers' trust in e-WOM and brand attitude positively and significantly affected purchase intention. In addition, this study also found that review helpfulness has a positive and insignificant effect on purchase intention. Moreover, results suggest that review helpfulness, customers' trust in e-WOM, and brand attitude positively and significantly mediate the effect of positive e-WOM on purchase intention.
Originality: This study contributes to the marketing literature by using the positive e-WOM variable to see its effect on review helpfulness, customers' trust in e-WOM, brand attitude, and purchase intention in the cosmetic retailing context.
Practical/Policy Implications: Given that positive e-WOM improves customers' purchase intention through review helpfulness, trust in e-WOM, and brand attitude, cosmetic retailers are recommended to encourage their customers to post a review on the retailers' websites or applications. In addition, Cosmetic retailers also recommend displaying the customers' reviews. Hence, the reviews may help other customers know about the products before buying.
Creator
*Lulu Puspita Anggraini1, Nurdin Sobari1
Source
https://e-journal.unair.ac.id/jmtt
Date
April 2, 2023
Contributor
PERI IRAWAN
Format
PDF
Language
ENGLISH
Type
TEXT
Files
Collection
Citation
*Lulu Puspita Anggraini1, Nurdin Sobari1, “The Mediation Role of Review Helpfulness, Customers Trust, and Brand Attitude Towards Positive e-WOM and Purchase Intention in Cosmetic Shopping Experience,” Repository Horizon University Indonesia, accessed April 19, 2025, https://repository.horizon.ac.id/items/show/5621.