The Effect of Online Consumer Interaction and Shopping Motivation on Purchase Intention | Zendy

Kunthi Afrilinda Kusumawardani | Zendy; Poppy Purniasari | Zendy

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The Effect of Online Consumer Interaction and Shopping Motivation on Purchase Intention

Author(s) -

Kunthi Afrilinda Kusumawardani,

Poppy Purniasari

Publication year - 2021

Publication title -

firm journal of management studies

Language(s) - English

Resource type - Journals

eISSN - 2541-3473

pISSN - 2527-5852

DOI - 10.33021/firm.v6i2.1555

Subject(s) - advertising , psychology , context (archaeology) , annoyance , brand awareness , structural equation modeling , social media , beauty , business , computer science , paleontology , philosophy , epistemology , machine learning , world wide web , computer vision , biology , loudness

Consumer interaction has become more important than ever. The interaction may happen on various platforms, for instance, brand webpage and social media. This study aims to examine the consumer interaction and shopping motivation on purchase intention mediated by EWOM, brand awareness, and brand attitude in the beauty products context. After gathered 300 valid respondents, this study used Structural Equation Modelling (SEM) to analyze the data. The results showed that purchase intention is influenced directly by E-WOM, opinion seeking, annoyance, and brand attitude. Besides, E-WOM is mediating brand page commitment and annoyance to purchase intention. Interestingly, viral advertisement, brand awareness, and brand page commitment do not influence purchase intention directly. Research implications and directions for future studies are discussed.

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