The Impact of eWOM on Trust Inclination and Information Adoption in the Sociolla Platform

Abstract

This study aims to analyze the influence of Electronic Word of Mouth (eWOM) on the Sociolla platform, affecting Information Adoption and the role of trust inclination. A quantitative approach was employed with data collected through an online questionnaire distributed to 270 respondents. The non-probability sampling technique, specifically purposive sampling, was used for sample selection, which was then processed using Structural Equation Modeling (SEM) in the AMOS program. The findings reveal that perceived information quality, information usefulness, and argument quality positively impact trust inclination. Meanwhile, perceived risk has a negative impact on trust inclination. Additionally, the study shows that trust inclination has a positive influence on information adoption. Theoretically, this research contributes to the discussion of trust inclination and eWOM information adoption. From a managerial perspective, the study suggests marketing managers manage marketing strategies through eWOM concerning information quality, information usefulness, and argument quality. Marketers also need to consider the level of perceived consumer risk and reduce it to ensure that consumers express trust inclination toward information they subsequently adopt. In this context, marketers need to ensure their eWOM strategies remain natural, high-quality, and beneficial for marketing success.