Research on the effect of electronic word of mouth (Ewom) on the intension of buying adventure tour in Ho Chi Minh City

Abstract

Word of mouth is considered to be a reliable source of information because it is shared by individuals independent of the business and they do not receive any support or suggestions from the business (Silverman, 2011). . Electronic word of mouth (EWOM) is well known and increasingly important for marketers (Yang, 2016). In the digital age, customers can easily give their opinions/reviews about your products or services and share them through online platforms. According to research by Sen and Lerman (2007), the concept of online word of mouth was born and interested by many managers, since then EWOM becomes an extremely useful tool for marketers. Both WOM and EWOM have an influence on consumers' perception and purchase intention. However, there are different levels of impact between WOM and EWOM. The growth of communication and digital platforms allows customers to more easily interact and share with each other than traditional WOM (the method requires face-to-face meetings, so it is time-limited, not time, quantity). That is the reason that marketers often promote EWOM behaviors to interact or collect opinions from customers about products / services of their company / organization / business. The goal of the research team's research focuses on determining the factors of eWOM that affect the intention to buy adventure tours of tourists in Ho Chi Minh City and propose solutions for direct word of mouth marketing. route to stimulate the intention to buy adventure tour. We have presented the proposed research model, as well as the theoretical basis of digital word of mouth marketing, the theoretical basis of adventure tourism, the theory of buying behavior and the buying decision. , secondary data and results of qualitative research with experts. Next, a quantitative research method was used, we conducted a survey with 165 customers of travel agencies and obtained 153 valid survey samples. Then to analyze the data, we process the data using SPSS 20 and AMOS 20 software. After the research, the results have identified five factors that positively affect customers' intention to buy adventure tours in Ho Chi Minh City, including EWOM quality, EWOM reliability, and usefulness. of EWOM, number of EWOM, and subject transfer of EWOM sender.