| dc.description.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. | en_US |
