Electronic word-of-mouth (Ewom): The further understanding its impact on Gen Z’s online purchase intention on social platforms in the Mekong Delta

Abstract

The expansion and popularity of social media platforms has enabled users to converse online and exchange user-generated content. Users can now communicate electronic word-of-mouth globally because to the growing popularity of social networking sites. Consumer purchase decisions and intents are heavily influenced by the development of eWOM information. Online users frequently create and share product information to help other consumers (Sulthana & Vasantha, 2019). The study aims to explore and comprehend the influence of“Electronic word-of-mouth (eWOM)”on Generation Z's online purchase intentions on social platforms in the Mekong Delta. The research team collected 184 Gen Z samples from 13 provinces in the Mekong Delta region.”Data was acquired using the convenience sampling method. The proposed research model includes 6 independent factors: “Information Quality (IQ), Information Credibility (IC), Needs of Information (NI), Attitude towards Information (AI), Information Usefulness (IU), and Information Adoption (IA),”and 1 mediator factor:“Acceptance of eWOM (AE).”Structural Equation Modeling (SEM) analysis was utilized to test the relationships in the empirical model.“The research results show that 04 factors including Information Credibility, Needs of Informaiton, Information Usefulness and Attitude towards Information have positive correlation with impact on the factor Acceptance of eWOM, in which Informaiton Credibility has the strongest impact on Acceptance of eWOM, also positively affects Purchase Intention