The influence of Electronic Word of Mouth (eWOM) on the intention of purchasing online learning courses of students in Ho Chi Minh city

Abstract

As the growth of society and the demand for knowledge has risen up these years, the number of people looking for a convenient and flexible method of study has become an ideal opportunity for online course learning centers to develop. Moreover, according to the Technology acceptance model (TAM) and Information adoption model (IAM), the effect of electronic word-of-mouth (e-WOM) of products and service on customer intention to purchase is positive. Inheriting previous studies, this research aims to investigate the impact of Electronic Word of Mouth (eWOM) on the intention of purchasing online learning courses among students in Ho Chi Minh City. The study employs a quantitative research method, using a survey questionnaire to collect data from 350 students who are currently studying at universities in Ho Chi Minh city. The data is analyzed using structural equation modeling (SEM) to examine the relationships between source credibility, source expertise, homophily, social ties, perceived e-WOM credibility, e-WOM acceptance, and purchase intention. The findings reveal that source credibility and social ties significantly influence students' perceived e-WOM credibility of online learning courses, which in turn, affect their acceptance towards the e-WOM of those courses and their intention to purchase. These findings contribute to the understanding of how eWOM influences the decision making process of students in Ho Chi Minh City when considering online learning courses, and provide implications for online course providers to enhance their eWOM strategies to increase students' purchase intention.