Investigating The Relationship Of Factors Of Communication On The Processing Of Ewom (Electronic Word-Of-Mouth): From A Receiver's Perspective

Abstract

This study aims to analyze Gen Z consumers' purchase intentions for Vietnamese cosmetics in Ho Chi Minh City, identify key variables influencing these intentions, and offer marketing advice that takes the study's findings and analyses into account. Based on the literature reviews of celebrity popularity, celebrity credibility, brand perception, E-WOM, website service quality, perceived value and intention to purchase, the research model that was established. In terms of methodology, a quantitative method was applied, the questionnaire was built up with 26 measurement statements. After receiving feedback from the pilot test, the survey was spread out through Facebook to approach target respondents. To be more specific, the survey was designed by Google Form using 5 points Likert Scale. The researcher received 275 responses from students and graduates in the age around 15 to 26, living in Ho Chi Minh City. However, only 248 responses are valid for further research. In the next stage, collected data was analyzed using SmartPLS version 4.0 and received the results that celebrity popularity, celebrity credibility, brand perception, website service quality and perceived value factors positively affects purchase intention. However, the analysis shows that e-WOM has no significant impact towards purchase intention. Finally, according to the findings, the research also gives some helpful recommendations about marketing activities for domestic cosmetic brands that can increase their attraction in customers' eyes.