| dc.description.abstract | Purpose: The digital era has witnessed a massive increase in online purchasing
and the speedy flow of information. Aside from traditional marketing, today's consumers
may obtain product information from a broader range of information sources. Today's
shoppers are very interested in product reviews from other users who have utilized the
product. To capitalize on the promise of eWOM, this thesis examines how online reviews
affect customer purchase intentions for skincare goods on Shopee in Vietnam. The aim of
the research is to enhance comprehension of the a between purchase intents and the
usefulness and credibility of online reviews. Additionally, the elaboration likelihood model
will be utilized to determine the essential elements that enhance these eWOM attributes.
Methodology: The research will take a quantitative approach. A questionnaire
was issued online to gather adequate information from consumers who purchased skincare
goods on Shopee and read comments or reviews before making their purchase.
Findings: Two factors, perceived usefulness and credibility of eWOM, were
found to positively affect customers' purchase intentions on online platforms in a study
involving 350 Vietnamese respondents. Moreover, antecedents of eWOM utility and
credibility, such as argument quality and source trustworthiness, have a favorable impact
on purchase intention via receivers' perceptions of usefulness and credibility. In contrast,
source expertise had no effect on perceived utility, credibility, or desire to engage in online
behavior.
Research limitations: The study's limitations include location, sample size,
platforms, product categories, and the absence of eWOM antecedents. As a result, future
academic studies are likely to address these limitations.
Implications: The thesis paper contributes to the theoretical knowledge of
eWOM in the context of skincare products and makes practical recommendations for using
online reviews to influence customer behavior in Vietnamese e-commerce | en_US |
