Electronic Word of Mouth on Online Shopping

Abstract

Internet can be accessed whenever and wherever people want to use it, and it becomes part of human life. The internet connection, which in the last days was known as high technology thing, now becomes a normal thing. The needs of human always growth and make the growth of science and technology become high.Internet breaks traditional market in the way people buying things. People cannot just only buy books, t-shirt, and computer stuff are bought online, but also holiday trips and several product and services that was unimaginable to buy in the past. As long as there is internet facility, people can buy things wherever they want to without visiting the store. This fact change buyer mindset to buy things through online shopping. This research will investigate the influence ofsite characteristics, customer satisfaction, E-trust, toElectronic Word of Mouth (eWOM) in Online Shopping. Result indicates that site characteristics which: shopping convenience, site design, informativeness, security,communication;customer satisfaction, and trust are positively support eWOM