Impact of electronic word of mouth to the purchase intention - the case of Instagram

Abstract

This research aims to discover and confirm the factors of e-WOM that influence users' shopping intentions on Instagram. The data was collected from 700 customers who belong to Gen Y and Gen Z from 18 to 39 years old who live and work in Vietnam. The research model and the scales were built from the empirical research of e-WOM from Lim (2016); Park et al. (2007); Prendergast et al. (2010). Quantitative methods were performed by Cronbach's Alpha reliability testing, EFA discovery factor analysis, regression, and ANOVA test. The research results showed that the fourth factor of e-WOM positively impacts users' purchase intent on Instagram with decreasing levels as Information Provider's Expertise, the quantity of e-WOM, and the Source credibility of e-WOM, and the quality of e-WOM, respectively. Also, users' purchase intention on Instagram under the impact of e-WOM varies by gender, but there is no difference by age and income.

The Impact of Electronic Word of Mouth (EWOM) Using Influencers on Brand Awareness and Purchase Intention

“…Ratings and reviews are the two most common forms of eWOM (Ho et al, 2021). According to (Moran & Muzellec, 2017), consumers use eWOM to discuss ideas and share their experiences with relatives on social media.…”

Electronic Word of Mouth as a Predictor of Purchase Intention: Evidence from Instagram and TikTok in Indonesia

“…In this context, the love feature interactions reached 4 billion per day. Posting activities on the platform averaged 23%, higher than on Facebook (Ho et al, 2021). Besides, TikTok, which has many users, witnessed rapid growth and became a popular culture in the country from 2020 onwards (Hasiholan et al, 2020).…”

“…Many discount promotions are applied, making the marketed products more attractive to potential buyers. By following easy steps, potential buyers can easily engage in transactions with the sellers, facilitating payments and ensuring relative security due to the cashless nature of transactions (Ho et al, 2021). Therefore, business operators need to identify the phenomenon of purchase intention among potential product buyers.…”

“…How is the credibility of the e-WOM information provider? These factors influence the purchase intention of the products marketed through social media (Ho et al, 2021;Zhao et al, 2020). Based on the background information presented, the research problem is formulated as follows: What is the influence of e-WOM on purchase intention?…”

“…The use of the platforms was justified due to the dominance of influencers or relevant parties in e-WOM. However, it was not dominant in other media, and this research adopted a quantitative approach by Ho et al (2021). A qualitative approach was not used since Instagram and TikTok were considered, necessitating empirical evidence to support the qualitative data.…”