EWOM's Influence On The Purchase Intention Of Local Skincare Products Via Tiktok

Abstract

The global data demonstrates a significant rise in online consumer purchases, with peer reviews by web users playing a crucial role in influencing multiple purchase decisions. This influence is particularly prominent through social media platforms, which have replaced traditional word-of-mouth and introduced a new phenomenon known as electronic word-of-mouth (eWOM). Among these platforms, TikTok has emerged as a popular social media platform featuring beauty content. In the Vietnamese market, domestic cosmetic brands have been steadily establishing their presence and directly competing with international brands. This study aims to gain a deeper understanding of how eWOM, specifically through the TikTok application, influences consumers' purchase intentions for skincare products. The findings from this study can provide valuable insights for brands when developing marketing strategies to enhance purchase intentions. To investigate the influence of eWOM, the study applied a hypothesis model that has been validated in previous eWOM research. Data was collected from 264 respondents belonging to Generation Z through a Google Form survey, which included several predefined criteria. The collected data was analyzed using the SPSS software. The study revealed a positive and significant influence of information adoption on purchase intention. However, one variable from the previous model was excluded from the analysis.