THE IMPACT OF ELECTRONIC WORD OF MOUTH (E-WOM) ON ONLINE PURCHASING INTENTION IN HO CHI MINH CITY

Abstract

The study examines the impact of electronic word of mouth (E-WOM) on purchase intention through attitudes towards behavior, subjective norms, perceived behavioral control, and perceived risk factors in Ho Chi Minh city. The study uses a dual model, which is a combination of the Information Adoption Model (IAM) and the Theory of Planned Behavior (TPB). Partial least squares structural equation modeling (PLS-SEM) was applied with 300 observed samples. Research results show that the hypotheses are accepted and are consistent with reality. The study once again reinforces the IAM model on the positive influence of quality factors (central factors) and reliability (peripheral factors) on the acceptance of the electronic word of mouth information. The theory of planned behavior is really relevant in the study of electronic word of mouth and consumer behavioral intentions. Specifically, the acceptance of the electronic word of mouth information has an impact on purchase intention through attitudes towards behavior, subjective norms, perceived behavioral control, as well as perceived risk factors. The perceived risk is receiving additional supplements to suit the research context. From there, the study discusses the theoretical implications and proposes the managerial implications for businesses using e-commerce platforms in Ho Chi Minh city.