The Impact Of Electronic Word-Of-Mouth (Ewom) Via Social Networking Platforms On Customer Purchase Intention - The Case Of Tiktok Application

Abstract

Because of the development of technology and the Internet, people are more likely to connect with social media, which has become a vital thing in their daily lives. It is easily seen that Facebook, YouTube, and especially TikTok are the most global social networking sites, having a rate of hundreds of millions monthly access. With the growth of eWOM, there are a large number of online reviews and trends toward products. Then, online shopping through those social networking sites becomes a convenient way for customers to purchase goods or services at reasonable prices. The purpose of research is to focus on generation Z’s online purchase intentions due to the effect of eWOM on TikTok application. To approach problem and measure the level of connections among variables, an online survey was carried out. The results were 223 responses living in Vietnam nationally, of which 198 were valid responses and the author conducted the data analysis, such as reliability and validity test, and testing of hypotheses using SEM model with the support of tools such as PLS-SEM technique with SmartPLS software. The results are shown that the generation Z’s purchase intention is positively influenced by two factors are eWOM information adoption and attitude towards eWOM information; and the eWOM information usefulness positive affects the eWOM information adoption. At the same time, the study also shows that there are three factors that positively influence the usefulness of eWOM information on TikTok: eWOM information quality, eWOM information credibility and needs of eWOM information. From the received results, the author recommended a number of solutions to businesses and sellers and made recommendations to increase generation Z consumers’ purchase intention on TikTok.