The Influence Factors of eWOM Credibility and Customer Purchase Intention: A Case of Korean Cosmetics in Vietnam

Abstract

Recently, electronic word-of-mouth(eWOM) has gradually been changed the way of life, not only communication channel but also business and consumption patten. The more people spend time on the Internet, the more eWOM’s effect is expanded. Researchers have been investigated in how eWOM affects consumer decision making process, the results are still not conclusive. Thus, it motivates this study, especially on how eWOM changes customer behavior towards their decision when purchasing cosmetic products online. We developed a structural model considering the influence factors of eWOM credibility and customer purchase intention. In order to examine its effect, the paper makes efforts to confirm the role of argument quality, prior knowledge, and product involvement as independent variables. Additionally, this study would like to identify the effect of recommendation sidedness on the relationship between eWOM credibility and purchase intention. The result of analysis is expected to provide insights about the role of eWOM credibility in the customer decision making process at the time of buying products on the Internet.