The role of electronic word-of-mouth on customer confusion in increasing purchase intention

This study discusses the antecedents of consumer confusion on purchase intention, namely e-WOM (Electronic word of mouth). This research is aimed at exploring the effect of consumer confusion towards purchase intention moderated by omni-channel integration. Inspired by the new concept of omni-channel, this study developed a model of consumer confusion to increase purchase intention. Data was collected from a survey of 442 consumers, and SmartPLS was used as a Structural Equation Modeling (SEM) tool to analyse data. As a hypothetical development about omni-channel integration as a part of the e-quality service, this study developed three hypotheses. The results of this study showed that e-WOM has a significant impact on (1) consumer confusion, (2) purchase intention mediated by consumer confusion, and (3) purchase intention mediated by consumer confusion and moderated by quality of omni-channel integration quality. The findings of this study differed from those of previous research. The various opinions and information obtained by consumers through e-WOM increased their confusion, and thus made it difficult for them to make purchasing decisions. In Indonesia, consumers were unaware of the excellent omni-channel services, which improved speed and convenience of purchase process