The impact of electronic word of mouth (eWOM) on online purchase intention of personal care product in Ho Chi Minh City

Abstract

Numerous electronic word-of-mouth (e-WOM) research have been conducted to examine the effectiveness of e-WOM in Marketing. The purpose of this study is to investigate the impact of e-WOM on consumer’s purchase intention in personal care product in Ho Chi Minh city basing on the Teng’s research (2014). This study uses survey data from 352 consumers in Ho Chi Minh City to explore the impact of online word of mouth on purchase intention. The results of Structural equation modeling (SEM) shows that the research model fits the market data, and the hypotheses are accepted. Argument quality, source credibility, source attractiveness, source perception, and source style in affecting usefulness of e-WOM message, information acceptance, and purchase intention. The study was carried out in the context of the complicated ongoing Covid-19 epidemic, affecting many social activities, the results of the study will help managers better understand the impact of e-WOM on online purchase intention in the future.