THE APPLICATION OF THE ELABORATION LIKELIHOOD MODEL IN EXPLAINING E-WOM ADOPTION AND REPURCHASE INTENTION

ABSTRACT: The purpose of this study is to apply the elaboration likelihood model in explaining the behaviorsin online shopping through social media. This study examined the influence of argument quality, sourcecredibility, and sources attractiveness on e-WOM adoption, and the influence of e-WOM adoption onrepurchase intention. The research sample was determined using a non-probability sampling method with a totalof 140 people, who are active users of social media in Bali. The data were analyzed using the Partial LeastSquare (PLS). The analysis results showed that argument quality, source credibility, and attractiveness have apositive and significant influence on e-WOM adoption and e-WOM adoption also has a positive and significantinfluence on repurchase intention.

Keywords: elaboration likelihood model, e-wom adoption, repurchase intention, social media.