| dc.description.abstract | Consumers' purchasing decisions are now significantly influenced by the
information provided in online evaluations, which have emerged as a critical
determinant (Mudambi & Schuff, 2010; Cheung & Thadani, 2012). Due to the
increased prevalence of eWOM caused by the explosive development of e-commerce,
it has become an essential area of study for both marketers and researchers. The
research indicates that the influence of eWOM varies according to the product category,
which can be classified as follows: search, experience, and credibility items (Tsao &
Hsieh, 2015; Huang et al., 2013) or SEC-product framework (Girard & Dion, 2010).
This study's objective is to investigate the impact of product category on the
influence of eWOM. Particularly, this research provides a deeper understanding of how
argument quality, source reliability, and similarity interact in different product
categories. The study employs a sample primarily composed of younger individuals in
Vietnam, gathered using convenience sampling techniques. The research utilizes
structural equation modeling as a methodological approach to examine the data,
yielding strong and reliable insights into the correlations among the studied variables.
The results indicate that the quality of arguments positively affects eWOM, and this
effect is not influenced by the type of product, suggesting a widespread recognition of
the value of well-crafted arguments. In contrast, source trustworthiness and similarity
are shown to have a more significant impact on credence and experience products
compared to search products. This study provides significant information for marketers
seeking to enhance their eWOM tactics in order to more efficiently engage consumers
and impact their purchasing choices. By taking into account the type of product,
marketers can effectively leverage the influence of eWOM, ultimately leading to more
informed and influential marketing strategies. | en_US |
