The Effect Of Electronic Word-Of-Mouth On Customer's Purchase Intention Among Tiktok Users

Abstract

The scenario of the popularity of TikTok and the growing number of discussions about products or services has brought many new opportunities and challenges for the marketers. This study aims to investigate the influence of antecedents of electronic word-of-mouth (e-WOM) information on customer’s purchase intention, concentrating on Ho Chi Minh City university students among TikTok users. Adapting the Information Acceptance Model based on the integration of Information Adoption Model and Theory of Reasoned Action, the present paper investigated the characteristics of information and customer’s behavior in reference to purchase decision making of the specified product, which comprises seven constructs: information quality, information credibility, needs of information, attitude towards information, information usefulness, information adoption, and purchase intention. This study applied non-probability sampling to collect 222 valid cases among TikTok users via self-administered questionnaires. PLS-SEM was used to estimate the conceptual framework with six hypotheses. The findings revealed that information quality, information credibility and attitude towards information are the critical predictors of information usefulness. In addition, the customer’s perspective of useful message was confirmed to strengthen the likelihood of the e-WOM adoption, consequently, a positive relationship was proven between information adoption and purchase intention of prospective buyers. In this respect, this empirical research brought theoretical and practical implications to provide understanding of the determinants of e-WOM information and the significance of online review, and develop suggestions for managing e-WOM communications on TikTok platform.