The purpose of this study is to examine the relationships among electronic Word of mouth (eWOM), brand image, buying intention and buying decision in tourism industry. The questionnaire was distributed to 524 respondents who had experience with social media online. A structural equation modeling is applied to test the relationships among the research variables. The findings show that eWOM has a positive influence on brand image and buying intention. In addition, the results also find the significant relationship between buying intention and buying decision. For managerial implications, this study suggests that managers should keep track of online consumer reviews and give timely solutions.
In online settings, user-generated online consumer reviews, one form of electronic word of mouth are considered as not only exogenous factor affecting product sales but also endogenous factors that are affected by consumer behavior. This study identifies effects of online reviews on consumer decision-making processes and how online reviews motivate consumers to make word of mouth behavior about the product through mediating effect of consumer purchase intention. The data is randomly collected from 312 Vietnamese online shoppers who had experienced Amazon website to reach the online reviews. By using tests of structural equation modeling, the findings reveal that online reviews in terms of source credibility, number of online reviews and valence of online reviews affect consumer purchase intention and also positively affect WOM behavior through mediating variable.
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