Indonesia Conference Directory

Electronic word of mouth (eWOM) recognized as a highly influential aspect in online consumer behaviour, information transfer between customers is considered as a more relevant marketing communication than any company commercial advertising; consumers tend to seek information provided by experienced and credible informant in online platform especially for high involvement products like a vehicle. However, consumers tend to be less interested in participating in eWOM especially on experiential products. The goal of this research is to determine what factors from consumption value theory that motivates electric vehicle consumers to contribute in eWOM. Most consumers online are characterized as “lurkers” who read information and reviews but rarely or never participate (Heinonen, 2011 and Rau et al. 2008). For these reasons, understanding social/relational interactions in eWOM communication through the application of social relationship theories may no be entirely appropriate in the context of social media websites (Brown et al., 2007). A questionnaire is used to test the hypothesis using SPSS and Lisrel. This research aims to analyse what factors that attract online consumers and determine their motivation to contribute to Ewom.