Creating Value through Authenticity and Social eWOM: Evidence from Authentic Traditional Yogyakarta Cuisines

Vita Briliana

2018

Abstract

This study adapted the Mehrabian-Russell (M-R) model to examine how authenticity and social electronic word-of-mouth (eWOM) factors influence Indonesian consumer behavioral intention toward authentic traditional Yogyakarta cuisines. This study used nonprobability sampling with purposive sampling methods and received 310 respondents. The theoretical model was tested using structural equation modeling with partial least squares (SEM-PLS). The paper found support for the positive effect of authenticity (i.e. food and atmosphere), social eWOM, and perceived value. Results indicate that social eWOM was a strong factor influencing perceived value toward a traditional food hailing from Yogyakarta. Theoretical and managerial implications are elaborated.

Paper Citation

in Harvard Style

Briliana V. (2018). Creating Value through Authenticity and Social eWOM: Evidence from Authentic Traditional Yogyakarta Cuisines.In Proceedings of the 7th International Conference on Entrepreneurship and Business Management - ICEBM Untar, ISBN 978-989-758-363-6, pages 81-86. DOI: 10.5220/0008488500810086

in Bibtex Style

@conference{icebm untar18,
author={Vita Briliana},
title={Creating Value through Authenticity and Social eWOM: Evidence from Authentic Traditional Yogyakarta Cuisines},
booktitle={Proceedings of the 7th International Conference on Entrepreneurship and Business Management - ICEBM Untar,},
year={2018},
pages={81-86},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0008488500810086},
isbn={978-989-758-363-6},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 7th International Conference on Entrepreneurship and Business Management - ICEBM Untar,
TI - Creating Value through Authenticity and Social eWOM: Evidence from Authentic Traditional Yogyakarta Cuisines
SN - 978-989-758-363-6
AU - Briliana V.
PY - 2018
SP - 81
EP - 86
DO - 10.5220/0008488500810086