PENGARUH ONLINE CUSTOMER REVIEWS TERHADAP WILLINGNESS TO PAY PADA GENERASI Z PENGGUNA KOSMETIK HALAL DI E-COMMERCE SHOPEE

ABSTRAK Aneu Andiani (1801130) “Pengaruh Online Customer Reviews terhadap Willingness to Pay pada Generasi Z Pengguna Produk Kosmetik Halal di Ecommerce Shopee” di bawah bimbingan Dr. Lili Adi Wibowo, S.Pd., S.Sos., M.M. dan Lisnawati, S.Pd., M.M. Penelitian ini dilakukan untuk memperoleh gambaran dan pengaruh online customer reviews terhadap willingness to pay pada Generasi Z pengguna produk kosmetik halal di e-commerce Shopee yang diwakili oleh brand Wardah, Make Over, dan Sariayu Martha Tilaar. Jenis penelitian yang digunakan adalah deskriptif verifikatif. Metode yang digunakan simple random sampling dengan ukuran sampel sebanyak 200 responden. Teknik analisis penelitian ini adalah analisis Structural Equation Model (SEM) dengan menggunakan program AMOS for windows. Hasil temuan penelitian ini menunjukkan bahwa gambaran online customer reviews dan willingness to pay berada pada kategori baik, berpengaruh secara positif dan signifikan. Temuan pada penelitian ini menegaskan bahwa keberadaan online customer reviews pada e-commerce Shopee mampu menaikkan tingkat willingness to pay produk kosmetik halal, peneliti merekomendasikan agar industri kosmetik halal di Indonesia mempertahankan, mengelola, dan memaksimalkan keberadaan online customer reviews melalui usefulness, perceived helpfulness, content, timeliness, credibility source, dan volume. Kata kunci: Online Customer Reviews, Willingness to Pay ABSTRACT Aneu Andiani (1801130) ”The Influence of Online Customer Reviews Towards Willingness to Pay on Z Generation of Halal Cosmetics Product User in Ecommerce Shopee” under the guidance of Dr. Lili Adi Wibowo, S.Pd., S.Sos., M.M. and Lisnawati, S.Pd., M.M. This research was conducted to obtain an overview and influence of online customer reviews on willingness to pay on Generation Z users of halal cosmetic products at Shopee e-commerce represented by the Wardah, Make Over, and Sariayu Martha Tilaar brands. The type of research used is descriptive verification. The method used is simple random sampling with a sample size of 200 respondents. The analysis technique of this research is Structural Equation Model (SEM) analysis using the AMOS for windows program. The findings of this study indicate that online customer reviews and willingness to pay are in the good category, have a positive and significant effect. The findings in this study confirm that the existence of online customer reviews on e-commerce Shopee is able to increase the level of willingness to pay for halal cosmetic products, the researcher recommends that the halal cosmetic industry in Indonesia maintains, manages, and maximizes the presence of online customer reviews through usefulness, perceived helpfulness, content, timeliness, credibility source, and volume. Keywords: Online Customer Reviews, Willingness to Pay

A Promising Structural Importance Heuristic for Evaluating Online Reviews

학위논문 (석사)-- 서울대학교 대학원 : 공과대학 협동과정 기술경영·경제·정책전공, 2018. 2. Jörn Altmann.Representing a dramatic increase in the number of online customers and the volume of reviews, online e-commerce markets with the most successful business models continue to expand. Apart from the information offered by sellers about their products, online customer reviews are the only other information source available. Therefore, online customer reviews are a particularly useful source of information to evaluate the product quality. However, two issues arise here though: First, due to limited time, it is difficult for users to read all of the reviews. Second, the credibility of online customer reviews is frequently problematic. As demonstrated by the extant research, some sellers recognition of the power of online customer reviews for their business growth leads those sellers to recruit people to issue fake reviews on their products or services. To address this issue, in the present study, we propose a solution that combines the structural importance of reviewers and their responses towards existing reviews. Structural importance shows the importance of reviewers within social networks, enabling users to build online relationships and process information (e.g. create, read, share, re-share, comment) among them. In order to quantify structural importance of reviewers in a network, various centrality measures are used. Reviewers responses point to their reactions towards other reviewers comments. Combining these two sources of information is expected to be a promising structural importance heuristic that is based not solely on the connectedness within a network, but also considers nodes attributes. Finally, we investigate how the proposed solution can help end-users in identifying and ranking the most relevant and accurate reviews within online e-commerce platforms. The proposed solutions are planned to be run and evaluated on extensive data (i.e., millions of nodes and links and published crowd-sourced reviews) collected from Yelp.com, one of the most widely used and successful online ecommerce platforms.Chapter 1 Introduction 1 1.1 Research Motivation 1 1.2 Problem Description 3 1.3 Research Objective and Research Question 4 1.4 Methodology 5 1.5 Contribution 6 Chapter 2 Literature Research 8 2.1 Incentives of Review Spams 8 2.2 Types of Review Spams 9 2.3 Detection of Review Spams 10 2.4 Comparative Analysis of Previous Review Spams Detection Methodology 11 2.5 Business Application of Review Spams Detection 15 2.6 Social Network Analysis and Review Spam Detection 16 Chapter 3 Model 20 3.1 Review Spams Detection Model 22 3.1.1 Selection of Dimensions 22 3.1.2 Classification Methodology Supervised Learning 30 3.2 Reviewers Network Structure Analysis Model 33 3.2.1 Selection of Centrality Dimensions 33 3.2.2 Sub-Network Construction 38 3.3 Final Statistical Analysis 44 Chapter 4 Analysis 45 4.1 Data Description 45 4.2 Analysis of Review Spams Detection Model 49 4.3 Analysis Regarding Reviewers Network Structure 52 4.3.1 Four Degrees of Separation Network 52 4.3.2 Six Degrees of Separation Network 58 Chapter 5 Discussion and Conclusions 64 5.1 Summary 64 5.2 Discussion 64 5.3 Limitations 67 Bibliography 69Maste

Tourists behavior during their trip: How they use and offer recommendations?

The rise of new technologies has changed the way tourists trust in eWOM to choose a restaurant. There is a growing use of opinion and price comparison websites, where opinions and ratings can be shared with other users. In addition, the spreading of false or paid comments has made this type of webs seek the generation and maintenance of trust. However, there are few studies that analyse how to generate trust in these webs and its effect in the intention of the consumer to participate in WOM behaviours, once the tourist is already in its tourist destination. Therefore, this research analyses the influence of recommendations on the generation of tourists’ trust in the review websites of restaurant industry while they are in the destination. A regression analysis of data from 439 tourists has revealed that the perceived credibility, the quality of the information and the quality of the web affect trust in review websites. This fact encourages the contracting of restaurant services and communication among consumers, both in a traditional way (WOM) and through the review websites (eWOM), while the tourist is in the tourism destination.Universidad de Málaga. Campus de Excelencia Internacional Andalucía Tech

Social media and tourism : a wishful relationship

For decades hospitality firms were used to domain the communication process. Thematic social network sites such as TripAdvisor became very important tools for travelers when deciding which hotels to book, and what restaurants and tourist attractions to visit, been a visible part of tourism communication evolution. Evidence suggests that e-WOM serves as a primary information source when tourists choose destinations, hotels, and other experiences. The role and use of social media in tourists’ decision making has been widely discuss in tourism and hospitality research, especially in the research phase of the tourist’ travel planning process. With the wide adoption of social media the influence of customers’ word-of-mouth increased and influences not only the research phase, but the repetition and overall customers’ experiences. To answer these questions a model assessing e-wom was developed and data was gathering from TripAdvisor regarding customer’s opinion in restaurant experiences. The results found establish the bases for understanding tourists’ engagement level and profiles.N/

Users' trust in information resources in the Web environment: a status report

This study has three aims; to provide an overview of the ways in which trust is either assessed or asserted in relation to the use and provision of resources in the Web environment for research and learning; to assess what solutions might be worth further investigation and whether establishing ways to assert trust in academic information resources could assist the development of information literacy; to help increase understanding of how perceptions of trust influence the behaviour of information users

eWOM: the effects of online consumer reviews on purchasing decision of electronic goods

Internet has become the primary source of information for a large number of consumers and it has dramatically changed the consumer behaviour. One of the main changes in modern consumer behaviour has been the transition from a passive to an active and informed consumer. Internet enables customers to share their opinions on, and experiences with, goods and services with a multitude of other consumers. Online consumer reviews are used by prospective buyers of related products who are interested in obtaining more information from people who have purchased and used a product of interest. Word-of-mouth (WOM) is one of the most important information sources when a consumer is making a purchase decision. The arrival and expansion of the Internet has extended consumers' options for gathering product information by including other consumers' comments, posted on the Internet, and has provided consumers opportunities to offer their own consumption-related advice by engaging in electronic word-of-mouth (eWOM). eWOM can be defined as all informal communications directed at consumers through Internet-based technology related to the usage or characteristics of particular goods and services, or their sellers. The aim of this study is to assess the impact of, one type of electronic word-of-mouth (eWOM), the online consumer review, on purchasing decision of electronic products. This empirical study also focuses on the relationship between reviews and purchasing behaviour. An instrument was prepared to measure the proposed constructs, with questionnaire items taken from prior studies but adapted to fit the context of e-commerce. The survey was applied to academicians in Turkey through internet. The data was analyzed using the SPSS package. The results show that consumer reviews have a causal impact on consumer purchasing behaviour and they have an effect on choosing the products by consumer. Finally, the results and their implications are discussed