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Impact of electronic word of mouth to the purchase intention - the case of Instagram

Independent Journal of Management & Production, 2021-05, Vol.12 (4), p.1019-1033

2021. This work is published under https://creativecommons.org/licenses/by-nc-sa/4.0/ (the “License”). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License. ;ISSN: 2236-269X ;EISSN: 2236-269X ;DOI: 10.14807/ijmp.v12i4.1336

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  • Title:
    Impact of electronic word of mouth to the purchase intention - the case of Instagram
  • Author: Ho, Vi Truc ; Phan, Nhan Trong ; Le-Hoang, Phuong Viet
  • Subjects: Consumers ; Credibility ; Customers ; Generation Z ; Hypotheses ; Internet ; Media planning & buying ; Purchasing ; Shopping ; Social networks ; Social research ; Word of mouth advertising
  • Is Part Of: Independent Journal of Management & Production, 2021-05, Vol.12 (4), p.1019-1033
  • Description: 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.
  • Publisher: Sao Paulo: Independent Journal of Management & Production, I J M & P
  • Language: English
  • Identifier: ISSN: 2236-269X
    EISSN: 2236-269X
    DOI: 10.14807/ijmp.v12i4.1336
  • Source: ROAD: Directory of Open Access Scholarly Resources
    ProQuest Central
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