Influences of EWOM in Social Media on Consumer's Purchase Intention on Online Video Streaming

Electronic Word of Mouth (eWOM) is considered as one of marketing tools moreover in the digital business environment like online video streaming. This research investigates how eWOM can influence consumer’s purchase intention with online video streaming. The conceptual framework developed with the IAM by considering eWOM quality, eWOM quantity, eWOM credibility, Needs of information, Information usefulness, Information adoption and Purchase intention. Based on questionnaires collected from 163 respondent’s eWOM quality, eWOM credibility, and Needs of Information are proven to influence information usefulness and finally influence the purchase intention even though eWOM quantity is not influential.