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Abstrak :
Aplikasi traveling efektif digunakan untuk mencari informasi dan membeli produk wisata. Online review adalah sumber informasi paling berpengaruh dalam industri pariwisata. Studi ini menganalisis pengaruh faktor eWOM: informational determinants (perceived eWOM usefulness dan perceived eWOM credibility of online reviews), personal determinants (using experience of eWOM dan product involvement), serta effects of negative reviews (perceived diagnosticity of negative reviews dan negative review impression) terhadap purchase intention dalam aplikasi traveling dengan beberapa variabel mediasi (attitude terhadap online review, attitude terhadap produk, attitude terhadap brand, dan eWOM adoption). Penelitian ini menggunakan Information Adoption Model. Terdapat 356 respon yang dikumpulkan melalui survei online dengan purposive sampling. Structural Equation Modeling digunakan untuk menganalisis 17 hipotesis. Hasil penelitian menunjukkan bahwa hanya perceived credibility of online review tidak memiliki dampak tidak langsung terhadap purchase intention. Penelitian ini menunjukkan pentingnya peran attitude konsumen dan adopsi eWOM sebagai variabel mediasi dalam meningkatkan purchase intention. Penelitian ini memberikan kontribusi kepada industri, khususnya pengelola aplikasi traveling untuk mengatur strategi eWOM dan penyedia produk perjalanan dalam mengelola aktivitas mereknya. ......Traveling applications are effective tools for searching information and purchasing tourism products. Online reviews are the most influential information source in the tourism industry. This study determines the effect of eWOM factors: informational determinants (perceived eWOM usefulness and eWOM perceived credibility of online reviews); personal determinants (using experience of eWOM and product involvement); and the effects of negative reviews (perceived diagnosticity of negative reviews and negative review impression) on purchase intention in traveling applications through some mediating variables (attitude toward online review, attitude toward product, attitude toward brand, and eWOM adoption). This study uses Information Adoption Model and integrates consumer attitude. There were 356 respondents collected through online survey and purposive sampling. Further, Structural Equation Modeling was employed to analyze 17 hypotheses. The results showed that only perceived credibility of online review has no indirect impact on purchase intention. It exhibits the importance role of consumers’ attitude and eWOM adoption as mediating variables in promoting purchase intention. This study contributes to industry, especially traveling application managers to arrange their eWOM strategies and travel product providers in managing their brand activities.

Abstrak :
Kehadiran panduan dan direktori seputar restoran meningkatkan kesempatan terjadinya percakapan dalam bentuk electronic word of mouth eWOM . Fenomena ini memberikan dampak besar bagi para pemasar, khususnya di industri food and beverage karena informai eWOM terbukti dapat memengaruhi keputusan konsumsi konsumen. Penelitian ini ditujukan untuk melihat pengaruh dari percakapan dalam bentuk eWOM yang disampaikan pada fitur review Zomato terhadap intensi membeli konsumen. Untuk itu, penelitian ini mengembangkan model penelitian melalui integrasi antara konsep Information Adoption Model IAM dengan Technology Acceptance Model TAM . Model yang dikembangkan kemudian divalidasi menggunakan Structural Equation Modelling SEM berdasarkan data yang diperoleh melalui survei kepada pengguna Zomato dengan kisaran usia antara 18 hingga 34 tahun. Hasil penelitian ini mengonfirmasi bahwa kualitas, kredibilitas, kegunaan, sikap terhadap informasi, serta kesediaan mengadopsi informasi merupakan faktor-faktor eWOM yang mampu memengaruhi intensi membeli konsumen. Implikasi manajerial serta saran bagi penelitian selanjutnya juga dibahas pada penelitian ini.

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Restaurant search and discovery service have created valuable opportunities for electronic word of mouth eWOM conversations. This phenomenon impacts marketers, especially in food and beverage industry as this easily accessible information could greatly affect consumption decision. The aim of this study is to examine the influence of these conversations in Zomato rsquo s review on consumer rsquo s purchase intention. For this purpose, a conceptual model was developed based on the integration of Information Adoption Model IAM and related components of Technology Acceptance Model TAM . The new model was validated through Structural Equation Modelling SEM based on survey collected from Zomato rsquo s user with range of 18 to 34 years old. The results confirm that quality, credibility, usefulness, attitude towards information, and information adoption are the key factors of eWOM that influence consumers rsquo purchase intention. Managerial implications are discussed as well as recommendations for further research.