文章基本信息

标题：THE EFFECT OF ELECTRONIC WORD-OF-MOUTH, PRODUCT FEATURES, AND LIFESTYLE ON BRANDSWITCHING AMONG MILLENNIAL CONSUMERS IN E-COMMERCE INDUSTRY
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作者：Dian Ari Nugroho
期刊名称：Jurnal Aplikasi Manajemen
印刷版ISSN：1693-5241
电子版ISSN：2302-6332
出版年度：2020
卷号：18
期号：4
页码：808-813
DOI：10.21776/ub.jam.2020.018.04.18
语种：English
出版社：University of Brawijaya
摘要：The E-commerce industry was challenged with intense competition. Customers are easy to choose or switching any e-commerce websites for their reasons. This study aims to determine the effect of electronics word-of-mouth, product features, and lifestyle on brand-switching among millennial consumers in the e-commerce industry. It is explanatory research that was carried out at the millennial student of Universitas Brawijaya (University of Brawijaya), Indonesia. The data was collected using three methods: interview, questionnaire, and observation at the University of Brawijaya's students. The object of this study was millennials customers, the user of e-commerce websites, especially college students. The sample was taken using non-probability sampling with a purposive sampling technique. Based on the results of the analysis and discussion, it can be concluded that electronic word-of-mouth, product features, and lifestyle influence consumers to switch from one e-commerce website to another.
关键词：Brand-switching;Lifestyle;electronic Word-of-Mouth;Product Features