Year: 2024
Type: article
Study design: Observational Study
Abstract: The growth in the market for OFD is rapid and enabled through advancements in Internet technology and modern lifestyles centered on convenience and mobility.The growth of OFD markets in Indonesia has developed quite impressively, and among these services, GoFood stands as the biggest service.While it is popular, the competition for GoFood remains intense amongst various services.Thus, it is necessary to learn how eWOM influences purchase motives through means such as whether the quality and quantity of user-generated information are reliable or not.The research will go on to study how eWOM affects consumer behavior on the GoFood platform.Significantly, it will investigate how the quality, quantity, and credibility of information influence the perceptions of the usefulness of the information and its adoption, thus motivating them to purchase.In total, 385 respondents were sampled through non-probability sampling, and their data was analyzed using the SEM-PLS with SmartPLS 3.0.The results showed that information quality, information quantity, credibility, usefulness, and adoption had a significant positive effect on GoFood's purchase motive.It is recommended that GoFood improves review features to raise information and increase usefulness, responds to reviews left by consumers, gives rewards or points for reviewing, and develops verification systems so that only valid and informative reviews are shown.
Author: Aninda Aulia Rahmi, Heppy Millanyani
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4412011616