Evaluating e-WOM and Factors Influencing Purchase Intention in Instagram Commerce

Since the increase of social media usage accompanied with its evolution, social media has come to support business activities appearing as social commerce. This study investigates variables that influences online purchase intention of within Instagram Commerce in Indonesia. This quantitative research uses a questionnaire as tool to collect data with a total of 312 respondents met this study. The surveys are facilitated with google form and are shared widely through social media such as WhatsApp, Instagram, and Line. The results show all hypotheses proposed are accepted. Other hypotheses including perceived ease of use, eWOM, perceived risk, and perceived trust are proven to be true where all are positively influences purchase intention except for perceived risk which negatively influences purchase intention and perceived trust. e-WOM, or electronic word-of-mouth, is the online sharing of opinions, recommendations, and information about products or services through platforms like social media, forums, review websites, and blogs. eWOM and perceived usefulness are found as the strongest factor influencing purchase intention in Instagram Commerce environment as Instagram are perceived by most consumer as platform to enhance online shopping ideas which later influences purchase intentions. The limitation of this research is in regard of its inadequate sample size in terms of respondent segment and quantity itself.