Masmira Kurniawati, - and MENTARI SEPTYNAPUTRI WIDODO, NIM: 041311233150 (2017) The Effect of Information Quality, Information Credibility, Opinion Seeking, Information Usefulness and Information Adoption on Consumer's Purchase Intention: Prior Knowledge as Moderation Variable. In: Proceedings of the 2nd Global Conference on Business, Management and Entrepreneurship (GC-BME 2017), 9 Agustus 2017, Universitas Airlangga, Surabaya, Indonesia.

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Abstract

Internet has changed consumer behavior. Most of young women nowadays are looking for information about beauty product via YouTube which then bring up a lot of beauty vloggers. Based on the review of those beauty vlogger then the audiences make the decision on purchasing beauty products. This study examines the effect of information quality, information credibility, opinion seeking, information usefulness, and information adoption towards consumer purchase intention with prior knowledge as a moderating variable. Data collected using online questionnaires via YouTube, Line and Instagram to 200 respondents. The results confirm that information quality, information credibility, opinion seeking, information usefulness and adoption of information influence consumers’ purchase intentions. However, prior knowledge does not moderate the relationship between information quality and information usefulness.

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