WSEAS Transactions on Information Science and Applications
Print ISSN: 1790-0832, E-ISSN: 2224-3402
Volume 21, 2024
Understanding Digital Content Marketing on Purchase Intention Incitement: Online Store Platform
Authors: , , ,
Abstract: The rapid development of digital technology coupled with the Covid-19 pandemic has significantly changed digital consumer behavior, especially when they want to shop online. The innovation of digital marketing content (DCM) is indispensable to improving e-Wom, which has an impact on the level of consumer confidence to buy goods and services. This study aims to continue previous research discussing how the role of DCM in e-Wom is then continued to see how far this eWom can affect consumer buying interest. Measurements and evidence on this research to see how far the direct influence of DCM on Buying Interest driven by the excellent e-Wom will be analyzed using an equation model structure through the smartPls and Lisrel applications. This study found that the positive influence of DCM and e-Wom on buying Interest, which means that consumers' concerns about the uncertainty of a product are reduced when they get information through positive consumer comments, it is triggered by good DCM, which is carried out through Content Information, Content Entertainment, Social Interaction, Self Expression. The more popular a report is, the more likely it is that it represents a customer shared with other potential buyers, resulting in reviews and high-impact recommendations that can be considered e-WOM. A good e-Wom can reduce consumer uncertainty about the condition of products purchased online.
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Keywords: Digital content marketing (DCM), Electronic word-of-mouth (e-WOM), Purchase Intention, Online Store, Content Information, Content Entertainment, Social Interaction, Self Experience
Pages: 538-546
DOI: 10.37394/23209.2024.21.50