The Influence of Social Relationship Variables on Consumer Engagement in e-WOM in the Context of Social Networking Sites (SNS)in Indonesia

• Main Authors: Melva Hermayanty Saragih, 夏愛天
• Other Authors: 林育理
• Format: Others
• Language: en_US
• Published: 101
• Online Access: http://ndltd.ncl.edu.tw/handle/20632117998672508203

碩士 === 南台科技大學 === 企業管理系 === 100 === The purpose of this study is to find out the engagement of social networking sites (SNS) user on e-WOM in the context of Indonesia’s SNS. There are six variables assumed and investigated that influence eWOM engagement. They are social capital has two types (1) bridging social capital and (2) bonding social capital; (3) trust, (4) identification; and interpersonal influence has two dimensions (5) normative influence and (6) informational influence. The object of this research is Indonesian’ user of SNS with total sample 410. Data was taken by online survey with random sampling. Regression analysis is the main method used for analyzing the relationship between independent variable and dependent variable. The results indicate that there are partially positive effect and fully positive effect between the construct and eWOM. In other words out of the six, three variables that are social bonding variable, normative influence and informational influence improved have significantly impact to eWOM engagement in SNS users.