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All Journal Indonesian Journal of Business and Entrepreneurship (IJBE) Jurnal Manajemen Teori dan Terapan Asia-Pacific Management and Business Application Jurnal Pendidikan Ekonomi & Bisnis Journal of Economic, Bussines and Accounting (COSTING) Al Qalam: Jurnal Ilmiah Keagamaan dan Kemasyarakatan International Journal of Social Science and Business GEMA EKONOMI Gema Wiralodra The Journal of Society and Media Journal of Enterprise and Development (JED) Journal of Strategic and Global Studies Iqtishadia: Jurnal Kajian Ekonomi dan Bisnis Islam Jurnal Ekonomi dan Perbankan Syariah Jurnal Ekonomi CITIZEN: Jurnal Ilmiah Mulitidisiplin Indonesia Proceeding of the International Conference on Family Business and Entrepreneurship (ICFBF) Formosa Journal of Sustainable Research (FJSR) The South East Asian Journal of Management ASEAN Marketing Journal Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Jurnal Sosial dan Sains Journal of Islamic Economics Lariba Inkubis: Jurnal Ekonomi dan Bisnis Jurnal Pendidikan Indonesia (Japendi) Journal of Business, Social and Technology Eduvest - Journal of Universal Studies Equilibrium: Jurnal Ekonomi Syariah Jurnal Penelitian Pendidikan Indonesia Management Analysis Journal
Nurdin Sobari
Universitas Indonesia
Religion Aerospace Engineering Humanities Astronomy Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Neuroscience Physics Social Sciences Other

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Characteristics of eWOM Information on BookTok toward Book Purchase Intention: SOR–IACM Approach Zhafira Azka Alifa; Nurdin Sobari
Inkubis : Jurnal Ekonomi dan Bisnis Vol. 8 No. 3 (2026): INKUBIS Jurnal Ekonomi Dan Bisnis
Publisher : Politeknik Siber Cerdika Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59261/inkubis.v8i3.394

Abstract

Background: BookTok has become an influential short-form video community for book discovery and recommendation, yet the cognitive pathways through which eWOM information is evaluated, adopted, and translated into purchase intention remain insufficiently explained, particularly regarding whether product involvement conditions this process. Objective: This study examines the effects of information quality, information quantity, information credibility, and needs of information on information usefulness; the effects of information usefulness on information adoption and information adoption on purchase intention; the mediating role of information adoption between information usefulness and purchase intention; and the moderating role of book involvement in the information adoption–purchase intention relationship. Methods: A quantitative survey was conducted with 368 valid Indonesian TikTok users who had been exposed to BookTok content. Data were analyzed using PLS-SEM in SmartPLS with 10,000 bootstrap subsamples to evaluate the measurement model, structural relationships, mediation, and moderation. Results: Information quantity, information credibility, and needs of information positively predicted information usefulness, whereas information quality did not. Information usefulness positively predicted information adoption, and information adoption strongly predicted purchase intention. Information adoption significantly mediated the relationship between information usefulness and purchase intention (β=0.497, p=0.018), while book involvement did not significantly moderate the information adoption–purchase intention relationship (β=-0.014, p=0.417). Conclusion: BookTok eWOM influences purchase intention through a staged cognitive process in which perceived usefulness must be translated into information adoption before shaping purchase intention. The findings also suggest that high involvement with books does not necessarily strengthen the conversion of adopted BookTok information into purchase intention.
Co-Authors Ade Fajar Adhitya, Reza Andrea Theresia Manullang Anugerah Trisatryo Ayub Dwi Pranata Junus Dewantoro, Faishal Zuhair Bimo Elevita Yuliati Elisabet Patrisia Mangunsong Fadhli Wiryanto Fajar, Ade Fajrin Rimadhyani Firdaus Firdauz, Dimas Lazuardy Gasong, Rosi Aprianti Hardian Reza Dharmayanda Hardius Usman Herlitah Herlitah, Herlitah Ida Ayu Bellivia Nareswari Insan Ariandanu Sufajar Lulu Puspita Anggraini Markus Calvin Manalu Mufti, Ridho Nadia Anisa Putri Wibowo Nareswari, Ida Ayu Bellivia Nova Rini Nur Fatwa, Nur Nurasti, Anandita Nurul Huda Pardiansyah, Elif Prasetyo, Salsabil Dwi Kusuma Prijono Tjiptoherijanto Radissa Maharani Rifelly Dewi Astuti Risanti, Dinda Wahyu Roby Chairon Djasmy Ruditya Pamungkas Ruslan Prijadi Sarah Sarah Sasmitawidjaja, Vinesya Sheila Annisa Siregar, Jihan Luthfiyyah Subroto, Athor Suwandi, Indra Swara Hati Nurani Taufiq, Muhammad Fernanda Tengku Ezni Balqiah Trisatryo, Anugerah Ucu Musahidah Wibawati, Roemy Asri Suasti Yudhistira Qasthari Putra Zhafira Azka Alifa