During the era of lacking the internet infrastructure, people intend to believe WOM in order to reduce vulnerability. That is due to WOM is a non-business correspondence sources in which consumers believe it having pivotal effect to influence individual purchase intention(Huete-Alcocer,2017). Additionally, WOM is expresses as an indispensable oral communication since it produced by experiences and this allow next purchasers to get solid information about the product (Fan, Miao, Fang and Lin, 2013).
Internet advancement helps to coordinate the traditional WOM into more powerful and broad correspondence which is eWOM (YAYLI & BAYRAM, 2016). Furthermore, eWOM can offer convenience for consumers which enable them to easily get information from other people online.
According to Hennig-Thurau et al. (2004) designated that eWOM is utilize the internet based technology to informal communication between person to person about the particular product’s attributes. Moreover, eWOM also can be presented in a form of online communities such as online forum which allow user to exchange their experiences and ideas with others(Bilal, Ahmed ; Shahzad, 2014).
Besides, Sung, Soon and Lee (2015) posits that eWOM is a valuable gadget because it can effectively expand particular product detailed. Additionally, they discovered three quarters of customers to accept the eWOM because consumer believes it is more dependable.
A study by Erkan and Evans (2016) focus on influence of eWOM toward consumer buying intention. As this research is closely related to the study of Erkan and Evans (2016), this research was used to modify their model. The determinants of the model consist of IQ, IC, IU and IA.
2.2.3 Information Quality (IQ)
Palaniappan, Rabiah, Ali and Muliati (2017) defined IQ as “fitness for use” and this definition is widely agreed upon by all researchers (Liaw, 2011 ; Mocnik, 2017). Besides, Miller (1996) urged that information quality refer as the consumers need to convey a clear and understandable message before they pass to other users and make sure the receivers could understand what they are trying to express.
Furthermore, IQ can also be defined as the non- discriminatory reviews have strong influences on attitude change in consumers’ minds towards the information (Huyen & Costello, 2017). Consumers can get a better grasp on whether the reviews were able to meet their intended purpose of information by evaluating the quality of the information of the website (Mebrate, 2010; Min Young & Robin 2017). According to Mai (2013), information quality is embedding the aspect of up to date; up to date information can make the consumers to stay alert of the current situation of the product and service they looking for.
2.2.4 Information Credibility(IC)
According to Li and Suh (2015), IC is referred to the level of believability of a piece of information in the consumers’ minds, and it can lead to consumers’ subsequent actions if the level is high.
Kriscautzky and Ferreiro (2014) agreed with the fact by stated that user normally will take on credibility and confident in truth simultaneously to weigh the trustworthiness of source they received. Besides, consumers identify the credible information by looking into several dimensions which are trustworthy, valid, and accurate. Metzger and Flanagin (2013) found that consumers can first judge the credibility by judging the expertise of the user, the higher the expertise of user will create higher reliable information.
Metzger and Flanagin (2013) urged that consumers can further evaluate the credibility of online information by behaviour types. For instance, judging from posting and reposting, a post signifies that the micro blog originality and is more credible. As compared to rumours, most credible blogs are widely posted or reposted at the beginning and vanish very promptly as those plain truths will become less and less attractive as time goes on. According Clark, Wegener, Sawicki, Petty and Briñol (2013) reported that consumers found that convincing and persuasive online information is influence by the belief of confident which is the consumers are perceived the information have high reliability and credibility.
2.2.5 Information Usefulness (IU)
IU is refers to information brings value for the consumer when they are making the purchase decision. Hajli (2014) reported that consumers will utilize that information to drive their purchase intention when they see the information is useful for them. Furthermore, Sussman and Siegel (2003) argued that valuable information is essential for consumers to purchase the experiential products such as travel destination, hotels and restaurants because the reviews provide the best informative for customers to enhance their confidences in purchasing choices.
Consumers view the information is useful or not is all depend on how much value they perceived in their purchasing choice (Mudambi & Schuff, 2010). Moreover, some of websites and blogs offer some valuable information that an individual concerns to help consumers save their search time thus lead to high consumers purchase intention(Richard & Guppy, 2014).
Besides, Liu and Park (2015) found that consumers determined IU by seeing its relevancy and value added. Mudambi and Schuff (2010) and Melatu Samsi, Jamaluddin, Mohd Noor, Huda Mohd and Abdullah (2016) argued that consumers see the IU is regarding to that information relevant to their search. Moreover, Fattahi and Afshar (2006) and Sobota and Ozakinci (2015) reported that the useful information provides value added to the consumers’ purchase decision because it helps to enhance knowledge.