RESEARCH ON THE IMPACT OF EWOM IN SOCIAL MEDIA ON CONSUMERS’ ONLINE PURCHASEINTENTION EVIDENCE FROM GENERATION Z IN MEKONG DELTA

Abstract

This study aims to investigate the impact of characteristics of electronic word-of-mouth (eWOM), including Information Quality, Information Credibility, Information Quantity as well as consumer behavior, including Needs of Information, and Attitudes towards Information, on the online purchase intention of Generation Z consumers in the context of social media. The study used a quantitative approach with a Likert scale questionnaire to collect the data from 280 Generation Z individuals in the Mekong Delta region. Statistical techniques, including Cronbach's Alpha Test, Exploratory Factor Analysis (EFA), Confirm Factor Analysis (CFA), and Structural Equation Modeling (SEM), were employed to analyze the data. The findings indicated that Information Quality, Information Quantity, and Needs of Information significantly influenced Information Usefulness. Moreover, Information Quality, Needs of Information, and Attitudes towards Information had a significant impact on Information Adoption. Study results indicate that Information Usefulness had a significant impact on Information Adoption and on Information Adoption had a significant impact on purchase intention. Notably, Information Quality exhibited the strongest positive influence on both Information Usefulness and Information Adoption. This study distinguishes itself from previous studies by simultaneously identifying independent factors that affect Information Usefulness and Information Adoption. Marketers can utilize this framework to better understand the significance of eWOM information on consumer purchase intention in the context of social media. To address limitations and enhance the overall understanding of the study area, future studies should increase the sample size, diversify geographical representation, and conduct comparative analyses across different generational cohorts