The Effect of Acceptance Electronic Word-of-Mouth Information on Intention to Purchase Local Skincare: A Gender Perspective

DOI

10.2991/978-94-6463-340-5_24How to use a DOI?

Keywords

Electronic Word-of-Mouth (e-WOM); Brand Awareness; Purchase Intention; Gender

Abstract

The beauty industry in Indonesia is flourishing, especially in the cosmetics and skincare categories. The main reason for this flourishing industry is the generational shift with young consumers entering the market. Also, it is supported by social media platforms that introduce a new issue, i.e. electronic word of mouth (e-WOM). Electronic word of mouth is a strategic form of marketing communication that can help businesses increase their intention to purchase products. This study aims to examine the effect of acceptance of electronic word-of-mouth information on intention to purchase skincare products on social media with the brand awareness variable as the mediator. Furthermore, we applied the adoption model from the previous study, the perspective of gender differences as a moderator. The research method used in this study is a quantitative method with partial least square structural equation modeling (PLS-SEM) analysis techniques. We distributed a questionnaire via Google form to 400 respondents in Indonesia who are following the skincare account on social media. We found that electronic word-of-mouth information through brand awareness positively and significantly affects purchase intention. In addition, from the gender perspective, there is no effect between males and females of acceptance of electronic word-of-mouth information on purchase intention skincare products in social media. This study is unique in understanding the behavior of males and females regarding online e-WOM on intention to purchase the products.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Fitriani Nur Utami
AU  - Citra Kusuma Dewi
AU  - Akhdiyat Nizar Ramadhani
PY  - 2023
DA  - 2023/12/30
TI  - The Effect of Acceptance Electronic Word-of-Mouth Information on Intention to Purchase Local Skincare: A Gender Perspective
BT  - Proceedings of the International Conference on Enterprise and Industrial Systems (ICOEINS 2023)
PB  - Atlantis Press
SP  - 271
EP  - 282
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-340-5_24
DO  - 10.2991/978-94-6463-340-5_24
ID  - Utami2023
ER  -