IMPACT OF ELECTRONIC WORD OF MOUTH TO THE PURCHASE INTENTION - THE CASE OF INSTAGRAM

被引：2

作者：

Vi Truc Ho ^{[1
]}

Nhan Trong Phan ^{[1
]}

Phuong Viet Le-Hoang ^{[1
]}

机构：

[1] Ind Univ Ho Chi Minh City, Ho Chi Minh City, Vietnam

来源：

INDEPENDENT JOURNAL OF MANAGEMENT & PRODUCTION | 2021年 / 12卷 / 04期

关键词：

E-WOM; Gen Y; Gen Z; Instagram; Purchase intention; Vietnam; ONLINE; CONSUMERS; REVIEWS; COMMUNICATION; SYSTEMS;

D O I：

10.14807/ijmp.v12i4.1336

中图分类号：

C93 [管理学];

学科分类号：

12 ; 1201 ; 1202 ; 120202 ;

摘要：

This research aims to discover and confirm the factors of e-WOM that influence users' shopping intentions on Instagram. The data was collected from 700 customers who belong to Gen Y and Gen Z from 18 to 39 years old who live and work in Vietnam. The research model and the scales were built from the empirical research of e-WOM from Lim (2016); Park et al. (2007); Prendergast et al. (2010). Quantitative methods were performed by Cronbach's Alpha reliability testing, EFA discovery factor analysis, regression, and ANOVA test. The research results showed that the fourth factor of e-WOM positively impacts users' purchase intent on Instagram with decreasing levels as Information Provider's Expertise, the quantity of e-WOM, and the Source credibility of e-WOM, and the quality of e-WOM, respectively. Also, users' purchase intention on Instagram under the impact of e-WOM varies by gender, but there is no difference by age and income.

引用

页码：1019 / 1033

页数：15

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