IDEAS home Printed from https://ideas.repec.org/a/igg/jebr00/v14y2018i4p91-103.html
   My bibliography  Save this article

Electronic and Traditional Word of Mouth as Trust Antecedents in Life Insurance Buying Decisions

Author

Listed:
  • Amron Amron

    (Dian Nuswantoro University, Semarang, Indonesia)

Abstract

This research was conducted to examine the effects of electronic word of mouth (eWOM) and traditional word of mouth (tWOM) on the level of consumers' trust in deciding to buy life insurance products in Indonesia. It involved 430 respondents who were online community members in two of Indonesia's largest cities; Jakarta and Surabaya. Surprisingly, this study found that eWOM was a more dominant predictor than tWOM in influencing trust. The other research result is that the trust variable influences consumers' buying decisions in positive and significant ways. This research recommends that managements of life insurance companies should build promotion policies based on trust so that the consumer decision level to buy life insurance products increases. The trick is for company management to identify and develop practices that improve the roles of positive eWOM and tWOM, so as to increase the level of consumers' trust to buy.

Suggested Citation

  • Amron Amron, 2018. "Electronic and Traditional Word of Mouth as Trust Antecedents in Life Insurance Buying Decisions," International Journal of E-Business Research (IJEBR), IGI Global, vol. 14(4), pages 91-103, October.
    • Handle: RePEc:igg:jebr00:v:14:y:2018:i:4:p:91-103
    as

    Download full text from publisher

    File URL: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/IJEBR.2018100106
    Download Restriction: no
    ---><---

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:igg:jebr00:v:14:y:2018:i:4:p:91-103. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Journal Editor (email available below). General contact details of provider: https://www.igi-global.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.