Impact Of Ewom On Office Wear Purchase Intention: An Empirical Study Of Vietnamese Female Consumers

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Nghiem Bao Anh , Vu Thi Minh Hien


This present study investigates the impact of electronic word-of-mouth (eWOM) on office wear purchase intention. A research framework was developed by integrating three popular theories and models, including the Technology Acceptance Model, Theory of Planned Behavior, Information adoption model, and Elaboration Likelihood Model. Vietnam was chosen as the research context. A self-administered survey was conducted in two months, and we received 297 valid responses to analyze. Structural equation modeling (SEM) analysis was employed to test nine proposed hypotheses. Research results show that eWOM perceived usefulness and perceived credibility play a significant role in mediating the influence of argument quality, information need, information quantity, tie strength, and source credibility on purchase intention.

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