Intensity, positive valence, negative valence, and content of electronic word of mouth influence online shopping intention
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Abstract
The internet allows consumers to easily provide testimonials about sellers and the products they buy. This testimony is a form of E-WOM with the dimensions of intensity, positive valence, negative valence, and content. By taking Tokopedia as the context, this study is intended to determine the effect of these dimensions on the purchase intention of Tokopedia consumers. The sample consisted of 70 respondents who were selected using non-probability sampling. By using multiple linear regression, data analysis shows that intensity, negative valence, and content have a significant positive effect on repurchase intention, but positive valence has no effect. It seems that consumers are more concerned about the risks of online purchases. Other researchers are advised to investigate this possibility further.
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