Examining Antecedents and Outcomes of Electronic Word-of-Mouth Adoption: An Empirical Study of Tokopedia Users

Abstract

This study analyzed factors influencing eWOM information adoption of 211 Tokopedia users. Based on ELM and social influence theories, an eWOM research model was developed and tested using PLS-SEM. Key findings were that expertise, trustworthiness, objectivity, argument quality and information usefulness positively affected eWOM information adoption. Practical and theoretical implications include providing recommendations for Tokopedia to enhance review credibility and establish guidelines for e-commerce websites to facilitate informed purchase decisions. As one of the first studies to holistically examine eWOM antecedents and consequences in Indonesia’s rapidly growing e-commerce sector from the lens of Generation Y users, it contributes to advancement of theory and practice in this domain.