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

In: Proceedings of the International Conference on Enterprise and Industrial Systems (ICOEINS 2023)

Author

Listed:
  • Fitriani Nur Utami

    (Telkom University)

  • Citra Kusuma Dewi

    (Telkom University)

  • Akhdiyat Nizar Ramadhani

    (Telkom University)

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.

Suggested Citation

  • Fitriani Nur Utami & Citra Kusuma Dewi & Akhdiyat Nizar Ramadhani, 2023. "The Effect of Acceptance Electronic Word-of-Mouth Information on Intention to Purchase Local Skincare: A Gender Perspective," Advances in Economics, Business and Management Research, in: Mahmud Dwi Sulistiyo & Ryan Adhitya Nugraha (ed.), Proceedings of the International Conference on Enterprise and Industrial Systems (ICOEINS 2023), pages 271-282, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-340-5_24
    DOI: 10.2991/978-94-6463-340-5_24
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