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

Vita Briliana

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Paper

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 - Volume 1, 81-86, 2018 , Jakarta, Indonesia

Author: Vita Briliana

Affiliation: Trisakti School of Management, Indonesia

Keyword(s): Authenticity, Social eWOM, Value, Behavior Intention.

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.

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Paper citation in several formats:

Briliana, V. (2019). 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, SciTePress, pages 81-86. DOI: 10.5220/0008488500810086

@conference{icebm untar19,
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={2019},
pages={81-86},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0008488500810086},
isbn={978-989-758-363-6},
}

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 - 2019
SP - 81
EP - 86
DO - 10.5220/0008488500810086
PB - SciTePress