The effects of ewom on Vietnamese young customer's purchase intention on make up product - A case study of 3CE lipsticks swatched and reviewed by Vietnamese beaty bloggers
Abstract
The purpose of this research is going to identify the influence of Electronic Word of Mouth on the Vietnamese young women’ purchase intention, who concern about the lipstick product of 3CE, one of the most outstanding Korean cosmetic brand in Vietnam. This cosmetic brand has been introduced to Vietnam make-up market for about 3 years, however, a large amount of Vietnamese young beauties have been interested in its products, especially the lipstick line that 3CE combined with Lily Maymac, a famous Beauty Blogger in Asia. Hence, Vietnamese Beauty Bloggers began this trend by showing their swatched and reviewed 3CE lipsticks through channels on the Internet.
In this research, I mainly use Quantitative method with statistical techniques including exploratory factor analysis and multiple regression analysis to analyze data. The sample size consists of276 respondents, which will be clarify in Data Analysis part. The results of research will illustrates how much Electronic Word of Mouth have effect to customers who intent to buy 3CE lipsticks. In addition, after conducting this research, the relationship among customer’ purchase intention and independent factors including Social Capital, Tie Strength, Trust, Homophily, Interpersonal Influence maybe help some make-up brands understand more about consumers’ needs and follow this model to develop their marketing strategy effectively in the future.
Keywords: EWOM, purchase intention, social capital, tie strength ,homophily, trust, interpersonal influence, quantitative method.