Digital Transformation and E-Commerce Growth: Impact on Consumer Behavior and SMEs

Digital Transformation and E-Commerce Growth: Impact on Consumer Behavior and SMEs

behavior, digital, e-commerce, online shopping interest, SMEs

This study aims to analyzethe influence of electronic word-of-mouth (e-WOM) on online shopping intention on Shopee, with trust as a mediating variable. The research method used is a quantitative approach, with data collected through a survey questionnaire administered to Shopee users. The data obtained were analyzed using path analysis techniques to test the relationships between variables.The results of the study show that e-WOM does not directly influence online shopping intention on Shopee. Although e-WOM is often considered an important factor in shopping decision-making, trust does not mediate the relationship between e-WOM and online shopping intention. Consumers tend to rely more on reviews and experiences available within the Shopee platform itself, as well as security guarantees such as Shopee Guarantee and refund policies. This indicates that consumers prioritize direct reviews fromother users on the platform over information from external e-WOM sources.The implications of this study suggest that SMEs on Shopee should focus on building positive reviews within the platform and utilizing the security features provided to enhance consumer trust and shopping intention. The study also recommends that future research explore the influence of specific online reviews, such as video testimonials or social media comments, on consumer trust and shopping intention.

Siti Annisa Wahdiniawati1*, Ari Apriani2and Arthur Alvin Orlando3

https://dinastipub.org/DIJEFA/article/view/3438/2390

Universitas Dian Nusantara

November 2024

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English

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