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Perspectives from Psychology and Behavioral Sciences – Ariyanto Et Al Diversity in Unity: Perspectives from Psychology and Behavioral Sciences – Ariyanto et al. (Eds) © 2018 Taylor & Francis Group, London, ISBN 978-1-138-62665-2 The effect of positive electronic word-of-mouth element variation on intention to use the TransJakarta bus F.I. Rodhiya & B. Sjabadhyni Faculty of Psychology, Universitas Indonesia, Depok, Indonesia ABSTRACT: The purpose of this study is to seek how potential users of TransJakarta can be actual users by examining the effect of positive electronic Word-Of-Mouth (eWOM) ele- ment variation on intention, specifically on intention to use the TransJakarta bus. This study was an experimental study with the randomised two-group design (pretest and post-test). eWOM used in this study took the form of online reviews about TransJakarta that were given to the participants (n = 62) for seven days with the use of the instant messaging application, LINE. The findings of this study showed that positive eWOMs, namely text-only as well as those with visual information, increased the intention to use TransJakarta (F (1.60) = 59.09; p < 0.05). However, the increasing scores of the two experiment groups, that is the group that was given text-only online review access and the group that was given text-with-visual- information online review access, were not significantly different (F (1.60) = 0.34, p > 0.05). Therefore, it can be concluded that eWOM, with or without visual information, can become an alternative way to increase the intention to use TransJakarta. 1 INTRODUCTION Congestion in the Special Capital Region of Jakarta (DKI Jakarta) have reached an alarming level. This can be seen by the ratio of the number of vehicles to the length of roads, which is 1,872.60 units/km for regional roads and 93,119.84 units/km for national roads (Kemen- trian Pekerjaan Umum, 2014). In fact, in 2015 Jakarta was designated as the city with the most congestion in the world (Castrol, 2016; Wardhani & Budiari, 2015). As a comparison, Mexico City ‘won’ third place and no American cities appeared in the top ten list (Toppa, 2015). In order to reduce the city’s traffic congestion, DKI Jakarta’s government has made serious efforts by developing various modes of public transportation; one of them is the TransJakarta bus (hereinafter referred to as ‘TransJakarta)’. TransJakarta is a Bus Rapid Transit (BRT) system which has been operating in Jakarta since 2004 (TransJakarta, 2016). However, several years after the launch of TransJakarta, traffic congestion is still a major problem in Jakarta. Passenger numbers have showed a decline: 15,200 per hour was reported in 2012, compared to 14,100 per hour in 2015 (Elyda, 2016). The decline could be attributed to passengers’ past experience with TransJakarta. Ler- rthaitrakul and Panjakajornsak (2014) stated that when a passenger is satisfied with their public transportation experience, they will use it again and/or share their positive experience with other people, and vice versa. This shared experience can, in turn, affect the potential use of TransJakarta. There are some factors that influence a consumer’s intention; one of them is electronic Word-Of-Mouth (eWOM). Hennig-Thurau et al. (2004) define eWOM as: Any positive or negative statement made by potential, actual, or former customers about a product or company, which is made available to a multitude of people and institutions via the internet. 577 A consumer may have an ‘intention’ after being exposed to eWOM (Ladhari & Michaud, 2015; Mauri & Minazzi, 2013; Park & Kim, 2008; Qu, 2015; Zhang et al., 2010b) and the effect is different depending on its valence (East et al., 2008; King et al., 2014; Ladhari & Michaud, 2015; Mauri & Minazzi, 2013). For example, Park and Lee (2009) found that nega- tive eWOM has stronger effects on purchase decision. In contrast, East et al., (2008) found that positive eWOM has a stronger effect. In addition, some other studies suggest that posi- tive eWOM will increase intention and negative eWOM will decrease it (Ladhari & Michaud, 2015; Mauri & Minazzi, 2013). Moreover, the effect of eWOM might vary according to the platform on which the messages are broadcast. For instance, Ladhari and Michaud (2015) reported that eWOM available on social networking sites may have stronger effects on inten- tion due to trust and closeness, compared to those on an online review website. In summary, both eWOM valence and eWOM platform have an effect on a consumer’s intention. Previous studies mainly focused on the effect of the length, content usefulness or perceived quality, valence, credibility, and the layout of text-only eWOM (Archer et al., 2013; Ladhari & Michaud, 2015; Mauri & Minazzi, 2013; Pan & Zhang, 2011; Purcarea et al., 2013; Zhou et al., 2009; Zhu et al., 2014). Furthermore, previous studies only focused on the design of the platforms (website design) (Mauri & Minazzi, 2013; Qu, 2015), even though platforms now support additional visual elements, such as images, photographs, or videos. The studies of visual elements in eWOM still have mixed results. Some showed that the visual element in eWOM increased attention, product interest, and intention to buy products (Hoffman & Daugherty, 2013; Lin et al., 2012), whereas Davis and Khazanchi (2008) found that images in eWOM could not explain purchase intention. Based on existing research, this study will test the effect of eWOM element variation on intention to use TransJakarta. eWOM will be manipulated based on its elements, namely text-only eWOM, and text-with-visual information eWOM. The intention will be measured and compared among the experimental groups. TransJakarta is now striving to improve their service and to attract new customers. They need a way to change their potential users into actual users. Could they use eWOM as one of their methods? As stated above, eWOM is an important factor to determine consumer’s behaviour. Therefore, if TransJakarta management can take advantage of eWOM, they may attract new consumers. Thus, this study will test the following hypothesis: H1: Positive eWOM will increase the total score of intention to use TransJakarta in potential users of TransJakarta. Previous studies suggest that the appearance of a visual element in eWOM is important as several studies have already shown that it can increase attention, interest in product, and intention (Daugherty & Hoffman, 2014; Hoffman & Daugherty 2013; Lin et al., 2012). Vis- ual elements (e.g. images, photographs and videos) are a pictorial representation of a product (Kim & Lennon, in Lin et al., 2012) and are well known to play an important part in adver- tising, but the understanding of how they play a role in eWOM is still lacking (Hoffman & Daugherty, 2013; Lin et al., 2012). Ladhari and Michaud (2015) stated that to further exam- ine eWOM’s effectiveness, all elements in eWOM need to be considered, including the visual element. Therefore, this study will also test the following hypothesis: H2: The mean of increasing score of intention to use TransJakarta is significantly different among experimental groups. 2 METHOD 2.1 Research design This study is an experiment with the randomised two-group design (pretest and post-test) with no control group. The participants were randomly assigned to experimental groups. Both groups were given the same amount of manipulation with the same duration. The first 578 group was given text-with-visual information eWOM, while the second group was given text- only eWOM. Intention to use TransJakarta was measured in pretest and post-test to see the differences before and after treatment. ‘LINE’ was used as the platform for the experiment for several reasons. Firstly, this messaging system is free and available on almost every oper- ating system (LINE, n.d.). Secondly, the number of users in Indonesia is more than 90 mil- lion with 80% of them active users (Herman, 2016). Therefore, LINE allows a researcher to gather a greater number of participants who are already familiar with the application. Moreover, it has some features to support the research (e.g. up to 200 people per group chat room, together with an ability for photographic sharing). Most importantly, LINE does not require people to share their phone numbers, thus maintaining confidentiality. 2.2 Participants Participants in this study were TransJakarta’s potential users, who are defined as those who are not using TransJakarta as their daily transportation mode, but take the same route as TransJakarta during their daily activities. The participants were also identified as people who were not using TransJakarta three months prior to the start of the experiment because TransJakarta management made a lot of changes during that period, such as a signifi- cant increase in the number of buses in their fleet (Armindya, 2015), the development of a Trans Jakarta-related phone application (Aziza, 2015), a revamp of the service (Fenalosa, 2015; Kompas, 2015), the addition of new bus feeders (Rudi, 2015b), the replacement of old buses (Savitri, 2015), and integration with a private bus company (Yusuf, 2015). The par- ticipants also needed to be LINE messenger users because the experiments were conducted within the group chat room. The participants were recruited through convenience sampling and had given their active consent before they were invited to the group chat room. 2.3 Dependent variable (intention to use TransJakarta) Intention to use TransJakarta was measured using the purchase intention scale (Jalilvand & Samiei, 2012) with a slight alteration and language adaptation. The scale employs a six-point Likert scale (1 = Strongly disagree, to 6 = Strongly agree). It is different from the original pur- chase intention scale, which employs a seven-point Likert scale. The scale had to be decreased to six in order to avoid participants offering a neutral response (Kaplan & Saccuzzo, 2009), for example, ‘I am going to use TransJakarta’s services’.
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