Motivations of Online Opinion Seeking and Its Effect on the Online Purchase Intention

The penetration of internet users in Indonesia shows a significance amount. It is also shown in the number of users of social media and the growth of online shopping in Indonesia. The main reason for the use of the internet are access to social/communication, information sources daily, and to keep update. The development of social media has also changed the way communication between consumers, and make it easier for consumers to exchange information. By sharing personal experiences and feelings about products and services, online users tend to accept and use online information in their decision-making processes. Although the figures show an increase in internet penetration, however the majority Internet users in Indonesia are not dare enough to participate in online shopping. Previous researchs show that motivation play a direct role in shaping specific aspects of eWOM, and might affect online purchase intention. This research is trying to identify the motivational factors of Indonesian online users in seeking information and advice online, and relate it to their online purchase intention.