Electronic Word-of-Mouth and Online Purchase Intention on TikTok Shop

Abstract

Purpose: This study examines the role of electronic word-of-mouth (eWOM) in shaping Online Purchase Intention (OPI) on TikTok Shop (TTS), a rapidly growing social commerce platform.
Design/methodology/approach: Drawing upon the Information Adoption Model (IAM), the research develops and validates a structural model using Partial Least Squares–Structural Equation Modelling (PLS–SEM) with survey data from 285 Vietnamese TTS users.
Findings: The results indicate that all eWOM attributes - Information Quality, Information Credibility, and Information Quantity (INQ) significantly enhance Information Usefulness (INU), with INQ showing the most substantial effect. INU serves as a key mediator, facilitating Information Adoption and ultimately increasing OPI.
Originality/value: The study extends IAM into the TikTok context, offering new empirical evidence on eWOM in social commerce. It also provides practical insights for businesses to optimise eWOM strategies to strengthen customer engagement and conversion.