The effect of electronic word of mouth on consumer purchase intention through a mediation of consumer trust : A case study of restaurant sector in Ho Chi Minh city
Anh, Do Ngoc Lan
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Nowadays, the development in information communication technology especially online social networks has led to an increase in online reviews and comments written by guests in hospitality industry, which has expanded the effect of electronic word of mouth (eWOM) on consumer purchase intention. This study was conducted to identify the relationship between electronic word of mouth (eWOM) based on three elements credibility, quality, quantity of eWOM and consumer purchase intention with the mediating role of consumer trust. The information found in this thesis will provide an overview about the importance of electronic word of mouth to help managers and marketers in restaurant industry in Ho Chi Minh City paying close attention to what is being said about them via online word of mouth and why it is necessary to manage their online presence. For this study, quantitative method is used in nature and the framework was investigated using data collected from questionnaires directed to a sample of customers who have ever searched information, reviews or comments toward restaurant via the Internet before purchasing the products or services in restaurant sector to examine the reactions of individuals before determining to use or purchase products and services. According to consequences will be discussed below, this research provides the practical relationships among factors namely the positive effects of three independent variables (electronic word of mouth quantity, website credibility, source credibility) and mediating variable (consumer trust) on consumer purchase intention in restaurant sector in Ho Chi Minh City. Furthermore, both managerial and academic recommendations for future studies are also discussed in this research to give a deep understanding about electronic word of mouth effects in hospitality industry in general as well as restaurant sector in particular. Keywords: electronic word of mouth (eWOM), consumer purchase intention, consumer trust, restaurant industry, Ho Chi Minh City.