Menanggapi eWOM Negatif dalam Meningkatkan Niat Belanja Online: Sebuah Pendekatan Studi Literatur
DOI:
https://doi.org/10.38035/jkis.v1i3.164Keywords:
eWOM Negatif, Konstruk Formatif-Reflektif, Niat Belanja OnlineAbstract
Karena penelitian ini menggunakan indikator-indikator yang memberikan perubahan besar pada konstruknya dan berkontribusi tinggi, pendekatan konstruk formatif dan reflektif dipilih. Penelitian ini menggunakan pendekatan studi literatur untuk mendapatkan rujukan dan hasil penelitian yang relevan. Studi literatur diperoleh dari berbagai jurnal terindeks dan bereputasi adalah sumber utama sebagai keputusan dalam menjelaskan hasil penelitian. Setelah dilakukan tinjauan literatur secara intensif, hasil penelitian ini memberikan pengetahuan bahwa menanggapi eWOM negatif yang dibangun melalui aspek: segera meminta maaf, segera memberikan penjelasan, segera memberikan kompensasi, dan segera berjanji untuk menyelesaikan ulasan negatif, memiliki kekuatan dalam meningkatkan niat belanja online seperti: suka belanja, bersedia belanja, bersedia bertransaksi dalam waktu dekat, dan bersedia belanja di masa depan. Ketika konsumen merasa ketidaksesuaian antara pengorbanan seperti: biaya, waktu, dan tenaga, dengan kinerja produk atau layanan dari aplikasi atau situs web yang diharapkan, pelaku usaha dapat menanggapi konsumen dengan cara: segera meminta maaf, segera menjelaskan, segera memberikan kompensasi, dan segera berjanji untuk memperbaiki masalah dalam ulasan negatif. Strategi ini dipastikan dapat meningkatkan niat konsumen untuk melakukan aktivitas belanja online.
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Ally, S., Karpinski, A. C., & Israeli, A. A. (2020). Customer behavioural analysis: The impact of internet addiction, interpersonal competencies and service orientation on customers’ online complaint behaviour. Research in Hospitality Management, 10(2), 97–105.
Anastasiei, B., Dospinescu, N., & Dospinescu, O. (2021). Understanding the adoption of incentivized word-of-mouth in the online environment. Journal of Theoretical and Applied Electronic Commerce Research, 16(4), 992–1007.
Anggita, R., & Ali, H. (2017). The Influence of Product Quality, Service Quality and Price to Purchase Decision of SGM Bunda Milk (Study on PT. Sarihusada Generasi Mahardika Region Jakarta, South Tangerang District). Scholars Bulletin. https://doi.org/10.21276/sb
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Bhandari, M., Rodgers, S., & Pan, P.-L. (2021). Brand feedback to negative eWOM messages: Effects of stability and controllability of problem causes on brand attitudes and purchase intentions. Telematics and Informatics, 58, 101522.
Brunner, C. B., Ullrich, S., & De Oliveira, M. J. (2018). The most optimal way to deal with negative consumer review: can positive brand and customer responses rebuild product purchase intentions? Internet Research, 29(1), 104–122.
Chang, H. H., & Chen, S. W. (2008). The impact of online store environment cues on purchase intention: Trust and perceived risk as a mediator. Online Information Review.
Chang, H. H., Tsai, Y.-C., Wong, K. H., Wang, J. W., & Cho, F. J. (2015). The effects of response strategies and severity of failure on consumer attribution with regard to negative word-of-mouth. Decision Support Systems, 71, 48–61.
Chang, H. H., & Wu, L. H. (2014). An examination of negative e-WOM adoption: Brand commitment as a moderator. Decision Support Systems, 59, 206–218.
Colliander, J., Dahlén, M., & Modig, E. (2015). Twitter for two: Investigating the effects of dialogue with customers in social media. International Journal of Advertising, 34(2), 181–194.
Cui, L., Jiang, H., Deng, H., & Zhang, T. (2019). The influence of the diffusion of food safety information through social media on consumers’ purchase intentions: An empirical study in China. Data Technologies and Applications.
Davidow, M. (2003). Have you heard the word? The effect of word of mouth on perceived justice, satisfaction and repurchase intentions following complaint handling. The Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 16.
Davis, F. D. (1985). A technology acceptance model for empirically testing new end-user information systems: Theory and results. Management, Ph.D.(May), 291. https://doi.org/oclc/56932490
Della Fitriana, N., Hamdan, H., & Imaningsih, E. S. (2021). Pengaruh e-product knowledge, e-social influence, dan e-trust terhadap keputusan berdonasi di aplikasi kitabisa.com. Ultima Management: Jurnal Ilmu Manajemen, 13(2), 271–286.
Dharmesti, M., Dharmesti, T. R. S., Kuhne, S., & Thaichon, P. (2019). Understanding online shopping behaviours and purchase intentions amongst millennials. Young Consumers.
Elbedweihy, A. M., Jayawardhena, C., Elsharnouby, M. H., & Elsharnouby, T. H. (2016). Customer relationship building: The role of brand attractiveness and consumer--brand identification. Journal of Business Research, 69(8), 2901–2910.
Fatmawati M, I., & Ali, H. (2021). Determination Attitude Toward Using and Purchase Intentions: Analysis of Perceived Ease of Use and Perceived Usefulness (Case Study of Instagram Shop’S Features on Social Media Instagram). Dinasti International Journal of Management Science, 3(1), 119–133. https://doi.org/10.31933/dijms.v3i1.932
Folkes, V. S. (1984). Consumer reactions to product failure: An attributional approach. Journal of Consumer Research, 10(4), 398–409.
Ghosh, T. (2017). Managing negative reviews: the persuasive role of webcare characteristics. Journal of Internet Commerce, 16(2), 148–173.
Golmohammadi, A., Mattila, A. S., & Gauri, D. K. (2020). Negative online reviews and consumers’ service consumption. Journal of Business Research, 116, 27–36.
Gu, B., & Ye, Q. (2014). First step in social media: Measuring the influence of online management responses on customer satisfaction. Production and Operations Management, 23(4), 570–582.
Halim, R. E., Rahmani, S., Gayatri, G., Furinto, A., & Sutarso, Y. (2022). The Effectiveness of Product Sustainability Claims to Mitigate Negative Electronic Word of Mouth (N-eWOM). Sustainability, 14(5), 2554.
Hamdan, H. (2018). Kepuasan dan loyalitas pelanggan my permata wisata?: Servqual model. Jurnal Ilmiah Manajemen Bisnis, 4(02), 198–214. https://doi.org/10.22441/jimb.v4i2.3979
Hamdan, Hamdan, Kurniawan, D., Imaningsih, E. S., & Samudro, A. (2021). Risk and trust using mHealth application. Jurnal Manajemen Dan Pemasaran Jasa, 14(2), 197–212.
Hamdan, Hamdan, & Paijan, P. (2020). Utilitarian values and hedonic values of women coffee lovers. Dinasti International Journal of Education Management and Social Science, 2(2), 310–322.
Hamdan, Hamdan, & Raharja, I. (2020). Peran Product Knowledge Terhadap Persepsi Risiko Minuman Kekinian. Jurnal Ilmu Manajemen Terapan, 2(1), 128–141.
Hamdan, Hamdan, & Rizka, N. (2021). The Influence of Trust, Service Quality, Product Quality and Promotion in Shaping Repurchase Intention in Xl Axiata Providers. Journal of Law, Politic and Humanities, 1(2), 71–87.
Hamdan, Hamdan, Samudro, A., Kurniawan, D., & Sadikin, M. R. (2021). Meningkatkan volume penjualan online melalui strategi packaging di kelurahan Kembangan Utara. Jurnal Abdi Masyarakat (JAM), 7(1), 85–93. https://doi.org/10.22441/jam
Hamdan, Hamdan, & Yuliantini, T. (2021). Purchase behavior: online tour package. Dinasti International Journal of Management Science, 2, 420–434. https://doi.org/10.31933/dijms.v2i3.704
Hasyim, U., & Ali, H. (2022). Reuse intention models through customer satisfaction during the covid-19 pandemic?: Cashback promotion and e-service quality case study?: ovo electronic money in. Dinasti International Journal of Digital Business Management, 3(3), 440–452.
Ho-Dac, N. N., Carson, S. J., & Moore, W. L. (2013). The effects of positive and negative online customer reviews: do brand strength and category maturity matter? Journal of Marketing, 77(6), 37–53.
Hofstetter, H., & Cohen, A. (2014). The mediating role of job content plateau on the relationship between work experience characteristics and early retirement and turnover intentions. Personnel Review, 43(3), 350–376. https://doi.org/10.1108/PR-03-2012-0054
Hogreve, J., Bilstein, N., & Hoerner, K. (2019). Service recovery on stage: effects of social media recovery on virtually present others. Journal of Service Research, 22(4), 421–439.
Ilhamalimy, R. R., & Ali, H. (2021). Model perceived risk and trust: e-wom and purchase intention (the role of trust mediating in online shopping in shopee Indonesia). Dinasti International Journal of Digital Business Management, 2(2), 204–221.
Indarsin, T., & Ali, H. (2017). Attitude toward Using m-Commerce: The Analysis of Perceived Usefulness Perceived Ease of Use, and Perceived Trust: Case Study in Ikens Wholesale Trade, Jakarta – Indonesia. Saudi Journal of Business and Management Studies. https://doi.org/10.21276/sjbms.2017.2.11.7
Israeli, A. A., Lee, S. A., & Bolden III, E. C. (2019). The impact of escalating service failures and internet addiction behavior on young and older customers’ negative eWOM. Journal of Hospitality and Tourism Management, 39, 150–157.
Kim, E. J., Kim, S. H., & Lee, Y. K. (2019). The effects of brand hearsay on brand trust and brand attitudes. Journal of Hospitality Marketing and Management, 28(7), 765–784. https://doi.org/10.1080/19368623.2019.1567431
Kim, J., & Gupta, P. (2012). Emotional expressions in online user reviews: How they influence consumers’ product evaluations. Journal of Business Research, 65(7), 985–992.
Kousheshi, M. R., Aali, S., Bafandeh Zendeh, A. R., & Iranzadeh, S. (2019). The antecedents and consequences of online relationship quality in internet purchases. Journal of Islamic Marketing, 11(1), 161–178.
Lievonen, M., Luoma-aho, V., & Hätönen, H. (2018). What Drives Negative Electronic Word-of-Mouth Online? Proceedings of the Annual International Conference on Journalism & Mass Communications.
Litvin, S. W., & Hoffman, L. M. (2012). Responses to consumer-generated media in the hospitality marketplace: An empirical study. Journal of Vacation Marketing, 18(2), 135–145.
Moon, S.-J., Costello, J. P., & Koo, D.-M. (2017). The impact of consumer confusion from eco-labels on negative WOM, distrust, and dissatisfaction. International Journal of Advertising, 36(2), 246–271.
Nadarajan, G., Bojei, J., & Khalid, H. (2017). The study on negative eWOM and its relationship to consumer’s intention to switch Mobile Service Provider. Procedia Computer Science, 124, 388–396.
Novansa, Hafizh, Ali, H. (2017). Purchase Decision Model: Analysis of Brand Image, Brand Awareness and Price (Case Study SMECO Indonesia SME products). Saudi Journal of Humanities and Social Sciences.
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2023-07-01
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