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The impac o eWOM in o ma ion in social media on he
online pu chase in en ion o Gene a ion Z
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The impac o eWOM in o ma ion in social media
on he online pu chase in en ion o Gene a ion Z
Thi Thuy An Ngo, Binh Long Vuong, My Dien Le, Thanh T ung Nguyen, My My
T an & Quoc Khanh Nguyen
To ci e his a icle: Thi Thuy An Ngo, Binh Long Vuong, My Dien Le, Thanh T ung Nguyen, My
My T an & Quoc Khanh Nguyen (2024) The impac o eWOM in o ma ion in social media on he
online pu chase in en ion o Gene a ion Z, Cogen Business & Managemen , 11:1, 2316933,
DOI: 10.1080/23311975.2024.2316933
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Ma ke ing | esea ch a icle
Cogen Business & ManageMen
2024, VoL. 11, no. 1, 2316933
The impac o eWOM in o ma ion in social media on he online
pu chase in en ion o Gene a ion Z
hi huy an ngo , Binh long Vuong , My Dien le , hanh ung nguyen , My My
an and Quoc khanh nguyen
FP uni e si y, Can ho, Vie nam
ABSTRACT
his esea ch aims o in es iga e he impac o cha ac e is ics o elec onic wo d-o -
mou h (eWOM), including in o ma ion Quali y, in o ma ion c edibili y, in o ma ion
Quan i y; and consume beha io , including needs o in o ma ion, and a i udes
owa ds in o ma ion, on he online pu chase in en ion o gene a ion Z consume s in
he con ex o social media. he esea ch used a quan i a i e app oach wi h a like
scale ques ionnai e o collec he da a om 280 Vie namese gene a ion Z indi iduals.
s a is ical echniques, including c onbach’s alpha es , explo a o y Fac o analysis,
con i m Fac o analysis, and s uc u al equa ion Modeling, we e used o da a analysis.
he indings indica ed ha in o ma ion Quali y, in o ma ion Quan i y, and needs o
in o ma ion signi ican ly in luenced in o ma ion Use ulness. Mo eo e , in o ma ion
Quali y, needs o in o ma ion, and a i udes owa ds in o ma ion had a signi ican
impac on in o ma ion adop ion. no ably, in o ma ion Quali y exhibi ed he s onges
posi i e in luence on bo h in o ma ion Use ulness and in o ma ion adop ion. he s udy
ound ha in o ma ion Use ulness had a signi ican impac on in o ma ion adop ion
and on in o ma ion adop ion had a signi ican impac on pu chase in en ion. his
esul illus a ed ha in o ma ion adop ion and in o ma ion use ulness ac as pa ial
media o s in he ela ionships be ween he independen a iables and pu chase
in en ions. his esea ch dis inguishes i sel om p e ious s udies by simul aneously
iden i ying independen ac o s ha a ec in o ma ion Use ulness and in o ma ion
adop ion. his p o ides ma ke e s wi h be e unde s anding he impo an o eWOM
in o ma ion on consume pu chase in en ion on social media. o add ess limi a ions
and enhance he o e all unde s anding o he esea ch a ea, u u e s udies should
inc ease he sample size, di e si y geog aphical ep esen a ion, and conduc compa a i e
analyses ac oss di e en gene a ional coho s.
IMPACT STATEMENT
in he digi al age, he ise o elec onic wo d-o -mou h (eWOM) signi ican ly in luences
consume beha io , especially ega ding online pu chase in en ions. consume s
inc easingly ely on social media pla o ms o p oduc in o ma ion, and his eliance on
eWOM has in ensi ied a e he cOViD-19 pandemic. Despi e he g owing impo ance
o eWOM on social media in shaping consume pu chase in en ions, he e is a lack o
esea ch in his a ea, pa icula ly conce ning i s impac on speci ic gene a ional g oups
like gene a ion Z. gi en he e ol ing o gene a ion Z consume s, unde s anding he
impac o eWOM on social media becomes i al o ma ke e s. his s udy aims o
explo e he impac o speci ic eWOM cha ac e is ics (in o ma ion Quali y, c edibili y,
Quan i y) and consume beha io (needs and a i udes owa ds in o ma ion) on
gene a ion Z consume s’ pu chase in en ions h ough social media. he s udy o e s
aluable insigh s o ma ke e s, enabling hem o comp ehend he impo ance o
eWOM in shaping consume decisions on social media and hus aiding in he
o mula ion o e ec i e ma ke ing s a egies.
© 2024 he au ho (s). Published by in o ma uK Limi ed, ading as aylo & F ancis g oup.
CONTACT hi huy an ngo ann [email p o ec ed] so skills, FP uni e si y, Can ho Campus, Vie nam 600 nguyen Van Cu s ee , an
Binh Wa d, ninh Kieu Dis ic , Can ho Ci y 94100, Vie nam.
h ps://doi.o g/10.1080/23311975.2024.2316933
his is an open access a icle dis ibu ed unde he e ms o he C ea i e Commons a ibu ion License (h p://c ea i ecommons.o g/licenses/by/4.0/), which
pe mi s un es ic ed use, dis ibu ion, and ep oduc ion in any medium, p o ided he o iginal wo k is p ope ly ci ed. he e ms on which his a icle has been
published allow he pos ing o he accep ed Manusc ip in a eposi o y by he au ho (s) o wi h hei consen .
ARTICLE HISTORY
ecei ed 23 June 2023
e ised 20 Janua y 2024
accep ed 6 Feb ua y
2024
SUBJECTS
Ma ke ing esea ch;
in e ne / Digi al
Ma ke ing / e-Ma ke ing;
Ma ke ing
communica ions;
Ma ke ing Managemen
KEYWORDS
elec onic wo d-o -mou h;
eWOM in o ma ion; social
media; online pu chase
in en ion; gene a ion Z
REVIEWING EDITOR
len iu W igh , De
Mon o Uni e si y
Facul y o Business and
law, Uni ed kingdom
2 . . a. ngO e al.
1. In oduc ion
he impac o wo d-o -mou h (WOM) on consume pu chasing decisions has been widely ecognized by
esea che s and ma ke e s (Della ocas, 2003). Wi h he ad ancemen o he in e ne e a, a dis inc ype
o WOM communica ion called elec onic wo d-o -mou h (eWOM) has eme ged (cheung & hadani,
2012). hue e-alcoce (2017) highligh s ha eWOM se s i sel apa om adi ional WOM by acili a ing
apid in o ma ion dissemina ion h ough online communica ion channels, which a e accessible and
e ie able a any ime.
in he digi al e a, indi iduals inc easingly ely on online pla o ms, including social media, websi es,
and blogs, o access in o ma ion. social media pla o ms p o ide use s wi h he abili y o gene a e and
sha e hei own con en , including pho os and ideos. acco ding o chi andi e al. (2020), consume s
inc easingly ely on social media pla o ms as a p ima y sou ce o seeking p oduc in o ma ion, includ-
ing de ails abou he b and, manu ac u e ’s backg ound, and a ailable e aile s, o in o m hei pu chas-
ing decisions. ecen esea ch has highligh ed ha consume s inc easingly u n o social media o ga he
in o ma ion abou b ands, p oduc s, and se ices (e kan & e ans, 2018). hese pla o ms ha e opened up
new possibili ies o elec onic wo d o mou h (eWOM), allowing use s o engage wi h hei ne wo k o
ollowe s and iends, sha ing hei opinions and expe iences. no ably, he Digi al 2020 global O e iew
epo s an imp essi e coun o 3.8 billion ac i e social media use s (We a e social, 2020).
ecen de elopmen s in eWOM highligh social media as he mos popula channel o cus ome s o
engage in and seek eWOM (khwaja & Zaman, 2020). Ma ke e s highly ega d social media as a c ucial
ansmi e o eWOM, allowing hem o swi ly dissemina e in o ma ion o hei a ge audience (Bashi
e al., 2019; hussain e al., 2018). Mo eo e , social media has gained signi icance o ma ke e s in in lu-
encing hei cus ome s h ough eWOM, o e ing a cos -e ec i e and con enien means o communica-
ion (alghizzawi, 2019). his phenomenon has opened up new a enues o communica ion and
engagemen be ween businesses and consume s, shaping he landscape o eWOM in he mode n e a.
he impac eWOM on social media pla o ms is highly in luen ial in shaping consume s’ pu chase
decisions. acco ding o chi andi e al. (2020), consume s a e inc easingly u ning o social media as a
p ima y sou ce o p oduc in o ma ion, including de ails abou b ands, manu ac u e s, and e aile s, in
hei decision-making p ocess. ecognizing he pe suasi e e ec o eWOM, businesses a e employing
a ious me hods o le e age social media o engage wi h consume s (khwaja & Zaman, 2020). Mo eo e ,
a e he cOViD-19 pandemic, eliance on social media, and dependence on eWOM in o ma ion ha e
seen a signi ican ise (Bashi e al., 2021; hall e al., 2020). i is wo h no ing ha despi e he inc easing
signi icance o eWOM, he e emains a limi ed amoun o esea ch conduc ed in his ield (le-hoang, 2020).
Despi e he g owing numbe o esea ch, he associa ion be ween eWOM in social media and con-
sume pu chase in en ions emains pa ially unde s ood (e kan & e ans, 2018). ien e al. (2019) s a ed
ha empi ical indings a e limi ed, making i challenging o asce ain he speci ic link be ween cus om-
e s’ adop ion o eWOM in social ne wo ks and hei pu chase in en ions. Mo eo e , p e ious s udies on
eWOM ha e p ima ily ocused on consume s in gene al, wi hou speci ically examining he e ec s wi hin
a pa icula gene a ional o age g oup (e kan & e ans, 2018). as gene a ion Z g ows up, ma ke e s ace
he ask o adap ing hei communica ion s a egies o he e ol ing pu chasing beha io s o his demo-
g aphic (ismail e al., 2021). consequen ly, explo ing he impac o eWOM in social media speci ically
wi hin a pa icula gene a ion becomes necessa y. he e o e, his esea ch aims o examine he in luence
o eWOM in social media on he online pu chase in en ions o gene a ion Z consume s.
Fu he mo e, his esea ch in eg a es bo h aspec s by de eloping a comp ehensi e esea ch ame-
wo k ha combines he in o ma ion accep ance Model (iacM) and he in o ma ion adop ion Model
(iaM). his app oach builds upon he indings o Yones and Mu haiyah (2022), which go beyond consid-
e ing he impac o independen ac o s in he iaM model solely on iU bu also examine hei e ec on
ia. addi ionally, his esea ch inco po a es ac o s om he iacM model in o he esea ch amewo k o
p o ide a mo e comp ehensi e analysis.
O e all, his esea ch will be o g ea help o he ma ke ing depa men o b ands o indi iduals who
wan o do business on social ne wo ks. he esea ch esul s will help businesses o ma ke e s ind ou
which ac o s o eWOM a ec pu chasing decisions. F om he e, businesses come up wi h a sui able and
op imal s a egy.
cOgen BUsiness & ManageMen 3
2. Li e a u e e iew
2.1. Theo e ical backg ound
2.1.1. Elec onic wo d o mou h (eWOM) in social media
he e m ‘eWOM in o ma ion’ e e s o any kind o eedback o opinion abou a p oduc o se ice ha
is eadily accessible o mul iple indi iduals on in e ne -based pla o ms (g ili & le y, 2018). in he mod-
e n e a, mo e cus ome s u n o social media pla o ms o seek in o ma ion (e kan & e ans, 2018).
he e o e, social media use s quickly sha e hei opinions h ough a ious o ms such as images, ex , o
ideos by u ilizing mobile applica ions o epos ing (e kan & e ans, 2016). Fo his eason, businesses
widely adop social ne wo king as a sui able pla o m o eWOM o dissemina e in o ma ion abou hei
p oduc s o se ices (e kan & e ans, 2018). howe e , he c edibili y o eWOM can be nega i ely a ec ed
due o he anonymi y o bo h he sende and he ecipien (hue e-alcoce , 2017).
he eWOM in o ma ion can mani es in a ious ways on social media. alboqami e al. (2015) e ealed
ha some con en wen i al and eached a la ge audience, while o he s ecei ed only medioc e
esponses. his demons a es he a iabili y o in o ma ion impac on indi iduals, as he iden ical con en
can e oke di e se pe cep ions among di e en ecipien s (e kan & e ans, 2018). e kan and e ans (2016)
emphasize ha indi iduals encoun e ing eWOM on social media should ho oughly e alua e he in o -
ma ion be o e elying on i o hei pu chasing decisions. he e o e, his esea ch applied he iacM
model o u he in es iga e consume s’ in en ions o seek in o ma ion on social media pla o ms wi h
he aim o making in o med pu chase decisions (e kan & e ans, 2016).
2.1.2. Online pu chase in en ion
Pu chase in en ion indica es an indi idual’s conside a ion o buying a p oduc (spea s & singh, 2004) and
is conside ed he main p edic o o ac ual beha io (Peña-ga cía e al., 2020). his implies ha unde -
s anding pu chase in en ion is c ucial in p edic ing consume buying beha io . oday, an inc easing
amoun o consume s exp ess hei opinions in social media, and eWOM has gained signi ican in luence
on pu chase in en ions o consume s (cham e al., 2021). Fu he mo e, B onne and De hoog (2011)
demons a es ha eWOM assis s indi iduals in making in o med pu chasing decisions. he esea ch ind-
ings con i m ha eWOM in o ma ion di ec ly impac s pu chase in en ion (B onne & De hoog, 2011).
hence, i is essen ial o iden i y he speci ic cha ac e is ics o a ibu es o eWOM in o ma ion ha in lu-
ence cus ome s’ pu chase decision-making p ocesses on social media pla o ms.
2.1.3. Gene a ion Z
‘gene a ion Z’ e e s o indi iduals bo n be ween 1995 and 2010, as iden i ied by P ipo as e al.
(2017). his g oup is di e en om p e ious gene a ions due o hei ex ensi e exposu e and amil-
ia i y wi h mode n echnology. hei inclina ion owa ds emb acing no el y and ex ensi e engage-
men wi h social media pla o ms (sun e al., 2022) endows hem wi h a commendable abili y o
emb ace new ideas. gene a ion Z, known o hei educa ion and sophis ica ion, is he mos digi ally
connec ed gene a ion, ac i ely engaging wi h digi al ools and a ious social communi ies (kunja &
g k, 2020).
as gene a ion Z con inues o e ol e, ma ke e s will encoun e new challenges in adap ing hei com-
munica ion s a egies o ca e o he cons an ly changing pu chasing habi s o his gene a ion (ismail
e al., 2021). P e ious esea ch on eWOM has p edominan ly ocused on he gene al consume a he
han speci ic age g oups o gene a ions ( ien e al., 2019). consequen ly, he in luence o eWOM in social
media wi hin a pa icula gene a ion has been o e looked. he e o e, his esea ch aims o explo e he
impac o eWOM in social media on he pu chase in en ions o gene a ion Z.
2.1.4. In o ma ion Adop ion Model (IAM)
he in o ma ion adop ion Model (iaM) comp ises ou elemen s: in o ma ion Use ulness (iU), in o ma ion
adop ion (ia), sou ce c edibili y ( ep esen ing he pe iphe al ou e), and a gumen quali y ( ep esen ing
he cen al ou e). his model explains how indi iduals emb ace in o ma ion h ough compu e -based
4 . . a. ngO e al.
communica ion, in luencing hei in en ions and beha io . i in eg a es concep s om he elabo a ion
likelihood Model (elM) and he echnology accep ance Model ( aM) (sussman & siegal, 2003). he iaM
model is pa icula ly sui able o s udying elec onic wo d-o -mou h (eWOM) because i p o ides insigh s
in o compu e -media ed communica ion pla o ms (e kan & e ans, 2016). nume ous s udies ha e ex en-
si ely assessed he impac o eWOM on pu chase in en ion using he iaM model (e kan & e ans, 2016;
leong e al., 2021; Yones & Mu haiyah, 2022). he e o e, u ilizing he iaM model is app op ia e o in es-
iga ing he in luence o eWOM on pu chase in en ion (Figu e 1).
2.1.5. In o ma ion Accep ance model (IACM)
al hough he iaM model is widely employed, his esea ch does no only ocus on in o ma ion cha ac-
e is ics. o ully explo e he in luence o in o ma ion, i is necessa y o go beyond i s cha ac e is ics and
also examine consume beha io owa ds i . in his con ex , e kan and e ans (2016) de eloped he
in o ma ion accep ance Model (iacM) as an ex ension o he iaM model, which akes in o accoun con-
sume beha io s ela ed o in o ma ion. he iacM model sugges s ha consume beha io owa d eWOM
in o ma ion a ec s eWOM in social media in addi ion o he quali ies o eWOM in o ma ion. Mo e spe-
ci ically, he iacM inco po a es consume beha io al componen s such as ni and a i in o he analysis o
eWOM in o ma ion.
acco ding o abedi e al. (2020), u u e s udies on ia should explo e pe iphe al aspec s o in o ma ion,
including i s quan i y. simila ly, Yones and Mu haiyah, (2022) conside a gumen quan i y o be a key
aspec o pe iphe al cues. esea ch by ismagilo a e al. (2021) demons a es ha he amoun o eWOM
in luences i s use ulness. he e o e, o inco po a e hese indings, we in oduce he iQ ac o in o his
esea ch amewo k (Figu e 2).
2.2. Resea ch amewo k and hypo hesis de elopmen
2.2.1. In o ma ion quali y (IQL)
iQl can be de ined as he e ec i eness o a message in pe suading cus ome s o make a pu chase (Yeap
e al., 2014). Many esea che s ha e concluded ha some ai s ha ha e been linked o he quali y o
eWOM in o ma ion include unde s anding, clea , high quali y, de ail, based on ac s, and ele ance o he
need (cheung e al., 2008; Filie i, 2015; Pa k e al., 2007). i has been obse ed ha h ough eWOM, iU
has been posi i ely co ela ed wi h iQl (Xue e al., 2018). hence, he hypo hesis can be o mula ed as
ollows:
Figu e 1. in o ma ion adop ion Model (sussman & siegal, 2003).
Figu e 2. in o ma ion accep ance Model (e kan & e ans, 2016).
cOgen BUsiness & ManageMen 5
H1: eWOM iQl posi i ely and signi ican ly a ec s eWOM iU.
he p e ious s udy has ound ha iQl plays a c i ical ole in consume decisions o u ilize eWOM
in o ma ion (cheung & hadani, 2012). sussman and siegal (2003) ha e demons a ed ha in o ma ion
quali y has a signi ican impac o adop in o ma ion on consume s’ decisions. When consume s seek
in o ma ion, he quali y o he in o ma ion can in luence hei accep ance o eWOM communica ion
channels as eliable sou ces (shanka e al., 2020). acco ding o sa da e al. (2021), he highe quali y
and quan i y o eWOM in o ma ion, he highe o eWOM in o ma ion adop ion a e. hence, he hypo h-
esis can be o mula ed as ollows:
H2: eWOM iQl posi i ely and signi ican ly a ec s eWOM ia.
2.2.2. In o ma ion c edibili y (IC)
acco ding o eagly and chaiken (1993), c edible in o ma ion sou ces consis en ly deli e pe suasi e and
op imis ic messages ha mo i a e cus ome s o de elop a posi i e pe cep ion o he e alua ed p oduc s
o se ices. ic possesses quali ies such as being con incing, c edible, ue, and us wo hy (e kan &
e ans, 2018; Wei zl, 2017). in he iaM model, sou ce c edibili y se es as a pe iphe al ou e h ough
which in o ma ional in luence can sp ead (sussman & siegal, 2003). Filie i (2015) sugges s ha ic, pa ic-
ula ly i s accu acy, impac s he abili y o con ince consume s and es ablish us in he in o ma ion. in
ano he esea ch by nga mwongnoi e al. (2020), he esul s o in e iews indica e ha eWOM c edibili y
signi ican ly a ec s eWOM use ulness. hence, he hypo hesis can be o mula ed as ollows:
H3: eWOM ic posi i ely and signi ican ly a ec s eWOM iU.
he ela ionship be ween he ic and ia is con i med by empi ical e idence om liang e al. (2021).
eng e al. (2017) de ine ic as online sugges ions pe cei ed as epu able sou ces, which enhances he
accep ance o online in o ma ion. he li e a u e on eWOM has indica ed ha in o ma ion c edibili y is a
c i ical ac o in p omo ing he adop ion o ele an in o ma ion ( ien e al., 2019). Mo eo e , sussman
and siegal (2003) ound ha indi iduals who accep au hen ic eWOM in o ma ion a e mo e likely o use
i compa ed o hose who do no . hence, he hypo hesis can be o mula ed as ollows:
H4: eWOM ic posi i ely and signi ican ly a ec s eWOM ia.
2.2.3. In o ma ion quan i y (IQT)
iQ is de ined as he equency o olume o eWOM in o ma ion o e iews p o ided o consume s
(Filie i, 2015). lee and chen (2021) p oposed ha he ex en o cus ome e iews can be de e mined by
e alua ing he le el o in ol emen o each consume in he ma ke . lópez and sicilia (2014) highligh
ha indi iduals ely on he amoun o in o ma ion a ailable o comp ehend he p oduc pe o mance.
Mo eo e , Yones and Mu haiyah (2022) and Ve ma e al. (2023) demons a ed iQ in social ne wo ks has
a signi ican ly posi i e in luence on he iU. hence, he hypo hesis can be o mula ed as ollows:
H5: eWOM iQ posi i ely and signi ican ly a ec s eWOM iU.
acco ding o Pa k e al. (2007), an inc eased quan i y o eWOM leads o g ea e adop ion o eWOM
in o ma ion by cus ome s. P e ious esea ch has also shown ha iQ in luences ia (Yones & Mu haiyah,
2022). abedi e al. (2020) u he p opose ha inc easing he quan i y o in o ma ion con ibu es o he
cons uc ion o ia. hence, he hypo hesis can be o mula ed as ollows:
H6: eWOM iQ posi i ely and signi ican ly a ec s eWOM ia.
2.2.4. Needs o in o ma ion (NI)
e kan and e ans (2016) illumina e ha he desi e o in o ma ion is a p ima y incen i e o eWOM ac i i-
ies. When conside ing and selec ing a p oduc , indi iduals ely on in o ma ion, including hei own expe-
iences (chu & kim, 2011). Phung e al. (2020) ound ha ni is a signi ican ac o impac ing iU. Fu he mo e,
indi iduals can p o ide o seek opinions o add ess p oblems by sha ing eWOM in o ma ion, he eby
6 . . a. ngO e al.
ob aining mo e speci ic and help ul eedback (ismagilo a e al., 2021). hence, he hypo hesis can be o -
mula ed as ollows:
H7: eWOM ni posi i ely and signi ican ly a ec s eWOM iU.
he ni in social ne wo k use s ega ding eWOM in o ma ion has a posi i e impac on he adop ion o
ha in o ma ion (chu & kim, 2011). P io esea ch has demons a ed a signi ican ela ionship be ween
ni and eWOM adop ion (Pe es & sil a, 2021). indi iduals who seek in o ma ion in social ne wo ks a e
mo e p obably o disco e aluable esou ces and adop hem (sa da e al., 2021). hence, he hypo he-
sis can be o mula ed as ollows:
H8: eWOM ni posi i ely and signi ican ly a ec s eWOM ia.
2.2.5. A i ude owa ds in o ma ion (ATI)
a i was de eloped om he heo y o easoned ac ion ( a) by Fishbein and ajzen (1975) which indica es
he ela ionship be ween a i udes and beha io al in en ions. he heo y o Planned Beha io ( PB) (ajzen,
1991) and he echnology accep ance Model ( aM) (Bagozzi e al., 1992) also demons a e simila i ies o
he a heo y. Mo eo e , indi iduals inc easingly ely on in o ma ion abou p oduc s when hey make a
pu chase (Pa k e al., 2007). e kan and e ans (2016) accommoda ed a i in o he iacM and sugges ed ha
a i udes o social media owa ds in o ma ion can ha e a posi i e e ec on iU. Mo eo e , nume ous s udies
show ha a i ude owa ds eWOM in o ma ion has been posi i ely ela ed wi h in o ma ion use ulness
(leong e al., 2021; Wan & shen, 2015). hence, he hypo hesis can be o mula ed as ollows:
H9: eWOM a i posi i ely and signi ican ly a ec s eWOM iU.
sa da e al. (2021) conside a i as one o he c i ical ac o s in luencing consume ecep ion o eWOM
in o ma ion. acco ding o Ve ma e al. (2023), a i ude owa ds eWOM has a di ec impac on eWOM.
addi ionally, a s udy conduc ed by sa da e al. (2021) suppo s hese indings by demons a ing he subs an-
ial and posi i e impac o a i, indica ing ha consume s who possess a posi i e a i ude owa ds eWOM
in o ma ion a e mo e inclined o adop such in o ma ion. hence, he hypo hesis can be o mula ed as ollows:
H10: eWOM a i posi i ely and signi ican ly a ec s eWOM ia.
2.2.6. In o ma ion Use ulness (IU) and in o ma ion adop ion (IA)
acco ding o Yeap e al. (2014), iU e e s o an indi idual’s awa eness ega ding he imp o emen o hei
pe o mance h ough he u iliza ion o new echnologies. his pe spec i e is suppo ed by p e ious s ud-
ies by cheung e al. (2008), e kan and e ans (2018), and göke ik e al. (2018), who de ine iU as a alu-
able, in o ma i e, and suppo i e indica o . sa da e al. (2021) sugges ha indi iduals a e mo e likely
o adop in o ma ion i hey pe cei e i o be ele an and aluable o hei speci ic needs and goals. in
he con ex o social ne wo ks, whe e indi iduals a e exposed o a subs an ial olume o eWOM in o -
ma ion, he p esence o iU plays an impo an ole in i s accep ance. he p e ious s udies ha e a gued
ha he pe cei ed iU o eWOM in o ma ion posi i ely in luences indi iduals’ likelihood o adop i (e kan
& e ans, 2016; kohle e al., 2023). hence, he ollowing hypo hesis is p oposed:
H11: eWOM iU posi i ely and signi ican ly a ec s eWOM ia.
2.2.7. In o ma ion adop ion (IA) and online pu chase in en ion (PI)
in o ma ion adop ion (ia), is he cogni i e p ocess h ough which indi iduals in e nalize and accep
in o ma ion om ex e nal sou ces, he eby enhancing hei unde s anding and aiding in decision making
(shen e al., 2014). he conscious adop ion o in o ma ion is demons a ed in he p ocess o pe sonal
beha io al in en ion (Wang, 2016). in addi ion, ia has been iden i ied as a ac o in luencing cus ome s’
pu chasing in en ions (e kan & e ans, 2016; kohle e al., 2023). o es e al. (2018) highligh a posi i e
co ela ion be ween pu chase in en ion and in o ma ion adop ion, wi h in o ma ion adop ion h ough
social media pla o ms exe ing a signi ican impac on indi idual pu chase in en ions. hence, he ollow-
ing hypo hesis is p oposed:
cOgen BUsiness & ManageMen 7
H12: eWOM ia posi i ely and signi ican ly a ec s eWOM Pi.
2.2.8. The media ing e ec o in o ma ion use ulness and in o ma ion adop ion
in addi ion o he di ec ela ionships among he a iables, his esea ch addi ionally examines he medi-
a ing o iU and ia be ween he ela ionships o independen and dependen a iables. in se e al s udies,
esea che s ha e del ed in o he complex connec ions be ween iU and ia in ela ion o eWOM and i s
impac on Pi. Fo ins ance, e kan and e ans (2016) highligh ed he ole o eWOM adop ion in aiding
supplie s by ans o ming ecommenda ions om social ne wo king si es in o angible pu chases. ien
e al. (2019) explo ed he e ec s o cus ome - o-cus ome eWOM on pu chase in en ion wi hin social
ne wo king si es, indica ing ha ia ac s as a media o be ween iU and Pi. in ano he s udy, sa da e al.
(2021) e ealed ha ac o s like iQl, ic, a i, and ni ha e indi ec e ec s on Pi, whe e ia plays a media -
ing ole. addi ionally, eWOM iU is shown o empowe consume s, in luencing hei a i udes and pu -
chase decisions (Wang e al., 2012). Fu he mo e, consume s bene i om highe le els o eWOM
c edibili y, impac ing hei consump ion choices and decisions. Based on he li e a u e, he ollowing
hypo heses we e p oposed:
H12a: iU and ia media e he impac be ween iQl and Pi.
H12b: iU and ia media e he impac be ween ic and Pi.
H12c: iU and ia media e he impac be ween iQ and Pi.
H12d: iU and ia media e he impac be ween ni and Pi.
H12e: iU and ia media e he impac be ween a i and Pi.
2.2.9. Resea ch amewo k
he esea ch amewo k has been cons uc ed by in eg a ing ele an li e a u e and o mula ing hypo h-
eses, as demons a ed in Figu e 3. i in es iga es he impac s o in o ma ion Quali y (iQl), in o ma ion
c edibili y (ic), in o ma ion Quan i y (iQ ), needs o in o ma ion (ni), and a i ude owa ds in o ma ion
(a i) as independen a iables on he dependen a iable in o ma ion Use ulness (iU), in o ma ion
adop ion (ia), and Online Pu chase in en ion (Pi). he media ing oles o Use ulness (iU), and in o ma ion
adop ion (ia) a e also explo ed in hese ela ionships.
3. Me hod
3.1. Resea ch design
he esea ch used a quan i a i e me hod o examine he co ela ion be ween di e en aspec s o eWOM
in o ma ion, consume beha io , and he online pu chase in en ions o gene a ion Z in Vie nam. google
Figu e 3. he p oposed esea ch amewo k.
14 . . a. ngO e al.
quali y. O e all, when consume s seek and access in o ma ion h ough eWOM, he quali y o he in o ma-
ion can in luence hei adop ion and pe cep ion o i s use ulness in mee ing hei needs. hese indings
align wi h he heo ies p esen ed in he li e a u e e iew ha suppo he ela ionships be ween iQl and
iU, ia in he esea ch amewo k. howe e , he esul s also e eal some inconsis encies wi h p e ious s ud-
ies. he ela ionship be ween ic and iU was ound o be insigni ican , which con adic s he indings o
Pa k e al. (2007), nga mwongnoi e al. (2020) bu aligns wi h hue e-alcoce (2017), who sugges ed ha
eWOM in o ma ion, being anonymous, can nega i ely impac eliabili y. his implies ha ic may no be
pe cei ed as use ul by use s in social ne wo ks. Fu he mo e, ic had no signi ican impac on ia, inconsis-
en wi h he indings o liang e al. (2021), and ien e al. (2019). hese di e ences in esul s may be
associa ed wi h he esea ch con ex , which ocused exclusi ely on gene a ion Z in Vie nam, as opposed
o he b oade scope o liang e al. (2021). al hough he e a e simila i ies wi h he s udy conduc ed by
ien e al. (2019) in e ms o he age demog aphics o pa icipan s, i ’s essen ial o no e ha ien e al.
(2019) ocused on unde s anding pu chase in en ions ela ed o skinca e p oduc s. in con as , he p esen
esea ch di e s by no es ic ing i s scope o a pa icula p oduc ca ego y o indus y.
Table 9. Measu emen o a iables in he esea ch model.
no Va iables Measu emen
i. in o ma ion Quali y (Cheung e al., 2008; Filie i,
2015; Pa k e al., 2007)
1. ‘i can unde s and eWoM in o ma ion sha ed in social media’.
2. ‘i hink eWoM in o ma ion sha ed in social media is clea ’.
3. ‘i hink eWoM in o ma ion sha ed in social media is based on ac s’.
4. ‘i ind eWoM in o ma ion in social media ele an o my needs’.
5. ‘i hink eWoM in o ma ion in social media is de ailed’.
6. ‘in summa y, i hink eWoM in o ma ion in social media is o high quali y’.
ii. in o ma ion C edibili y (e kan & e ans, 2018;
Filie i, 2015; Wei zl, 2017)
1. ‘i hink eWoM in o ma ion in social media is con incing’.
2. ‘i hink eWoM in o ma ion in social media is c edible’.
3. ‘i hink eWoM in o ma ion in social media is belie able’.
4. ‘i hink eWoM in o ma ion in social media is ue’.
5. ‘i hink eWoM in o ma ion in social media is us wo hy’.
iii. in o ma ion Quan i y (López & sicilia, 2014)
1. ‘i can ely on he amoun o eWoM in o ma ion in social media’.
2. ‘ he amoun o eWoM in o ma ion in social media can help me unde s and
he p oduc pe o mance’.
iV. needs o in o ma ion (Chu & Kim, 2011)
1. ‘i like o apply eWoM in o ma ion in social media when i conce n new
p oduc s’.
2. ‘i i ha e li le expe ience wi h a p oduc , i o en ind eWoM in o ma ion in
social media abou hem’.
V. a i ude owa ds in o ma ion (Pa k e al., 2007)
1. ‘i always e iew eWoM in o ma ion in social media when i wan buy a
p oduc ’.
2. ‘i ind eWoM in o ma ion in social media help ul o me o make decision
when buying a p oduc ’.
3. ‘i eel eWoM in o ma ion in social media make me mo e con iden in
pu chasing p oduc ’.
Vi. in o ma ion use ulness (Bailey & Pea son, 1983;
Cheung e al., 2008; e kan & e ans, 2018;
göke ik e al., 2018)
1. ‘eWoM in o ma ion in social media is gene ally use ul o me o e alua e he
p oduc ’.
2. ‘eWoM in o ma ion in social media is gene ally help ul o me o e alua e he
p oduc ’.
3. ‘eWoM in o ma ion in social media is gene ally in o ma i e o me o e alua e
he p oduc ’.
Vii. in o ma ion adop ion(shen e al., 2014)
1. ‘i lea n some hing new o b ands h ough eWoM in o ma ion in social media’.
2. ‘i accep he eWoM in o ma ion o b ands in social media’.
3. ‘i accep he eWoM ecommenda ion o b ands in social media’.
Viii. Pu chase in en ion (Coyle & ho son, 2001)a e e iewing he eWoM in o ma ion sp ead in social media abou he
p oduc s:
1‘i is e y likely ha i will buy he p oduc ’.
2‘i will buy he p oduc nex ime i need a p oduc ’.
3‘i will de ini ely y he p oduc ’.
4‘i will ecommend he p oduc o my iends’.
cOgen BUsiness & ManageMen 15
conce ning he quan i a i e ac o o eWOM in o ma ion, iQ was ound o ha e a signi ican ly posi-
i e impac on iU, in acco dance wi h s udies conduc ed by nga mwongnoi e al. (2020), Yones and
Mu haiyah, (2022), and Ve ma e al. (2023). his indica es ha consume s bene i om ha ing mo e
quan i y-based in o ma ion o e alua e p oduc pe o mance and quali y. in con as , he impac o iQ
on ia was ound o be s a is ically insigni ican , which con adic s he indings o abedi e al. (2020) and
Yones and Mu haiyah, (2022). One possible explana ion o his dispa i y in esul s lies in he a ia ion o
esponden s. his esea ch speci ically a ge ed he gene a ion Z demog aphic in he cul u al con ex o
Vie nam, whe eas abedi e al. (2020) had a b oade scope and a di e en con ex . in a ecen s udy,
Yones and Mu haiyah, (2022) explo ed he impac o eWOM on he pu chase in en ion speci ically ela ed
o a beau y b and on he social ne wo king pla o m ik ok. i is wo h no ing ha esponses do no
ely on he quan i y o in o ma ion as a sho cu o de e mining p oduc popula i y. his obse a ion
may help elucida e he lack o p edic i e alue associa ed wi h his cons uc .
ega ding he consume beha io ac o o he in o ma ion accep ance consume Model (iacM), he
indings show ha ni has a signi ican ly posi i e impac on iU, as demons a ed by e kan and e ans (2016),
and Phung e al. (2020). his means indi iduals conside in o ma ion use ul when i se es hei pu pose.
addi ionally, ni also had a signi ican ly posi i e impac on ia, in acco dance wi h he indings o e kan and
e ans (2016), sa da e al. (2021), and Pe es and sil a (2021). his sugges s ha gene a ion Z consume s in
Vie nam a e mo e likely o accep in o ma ion when hey ind i ele an o hei needs o ha e p io expe-
ience wi h i . as p o ed in he s udy by Ve ma e al. (2023), sa da e al. (2021) a i had a signi ican ly
posi i e impac on he eWOM ia. acco dingly, cus ome s exhibi inc eased a en i eness and ca e ul abso p-
ion o in o ma ion when hey possess a a o able a i ude owa ds i . howe e , con a y o he s udies
conduc ed by leong e al. (2021), and Wan and shen (2015), his esea ch ound an insigni ican impac o
a i on iU. i should be no ed ha he o me s udy (leong e al., 2021) ocuses on cus ome s o bubble milk
ea d inks, while he la e (Wan & shen, 2015) explo es he esea ch con ex o u ban g een space. he
a ia ions in esul s may be a ibu ed o di e ences in esponden s and esea ch con ex s. in his esea ch,
he ocus is speci ically on gene a ion Z in Vie nam and he in luence o eWOM in o ma ion on pu chase
in en ion. none heless, a i emains an in luen ial ac o ha a ec s consume s’ beha io al esponses when
u ilizing eWOM in o ma ion in hei pu chase in en ion. in he con ex o his esea ch, i is obse ed ha
esponden s end o dis ega d in o ma ion sou ces ha ha e no impac on hei a i udes.
6. Conclusion
his esea ch in es iga es he in luence o eWOM in o ma ion on in o ma ion Use ulness (iU), in o ma ion
adop ion (ia), and hei indi ec impac on Pu chase in en ion (Pi) among gene a ion Z in he con ex
o social media. he esea ch employed eFa, cFa, and seM analysis, u ilizing a sample size o 280 pa ic-
ipan s. he esul s e ealed h ee ac o s, namely iQl, iQ , and ni, signi ican ly impac ing iU. likewise,
h ee ac o s, iQl, ni, and a i, we e ound o signi ican ly in luence ia. On he o he hand, wo ac o s,
ic and a i, did no demons a e a signi ican impac on iU, while ic and iQ did no signi ican ly a ec
ia. no ably, iQl eme ged as he mos in luen ial ac o , exe ing a signi ican ly posi i e impac on bo h
iU and ia. Fu he mo e, iU displayed a posi i e in luence on ia, which in u n posi i ely a ec ed he Pi
o gene a ion Z. addi ionally, he esul iden i ied he pa ly media ing oles o iU and ia in he ela ion-
ship be ween independen a iables and online pu chase in en ions. hese indings p o ide aluable
insigh s o ma ke e s, enabling hem o enhance hei eWOM communica ion s a egies a ge ed a
po en ial cus ome s. Mo eo e , he explo a ion o he impac o eWOM in o ma ion wi hin social ne -
wo ks on he pu chase in en ion o gene a ion Z con ibu es o a mo e accu a e unde s anding and
assessmen o esea che s and ma ke e s seeking o engage his pa icula demog aphic segmen .
6.1. Theo e ical implica ions
his esea ch signi ican ly con ibu es o he exis ing li e a u e on he online pu chase in en ion o
gene a ion Z by in es iga ing he impac o eWOM in social media. While p e ious s udies ha e ecog-
nized he alidi y o he in o ma ion adop ion Model (iaM) in he con ex o eWOM in o ma ion, he
16 . . a. ngO e al.
speci ic ela ionship be ween eWOM in o ma ion in social ne wo ks and consume pu chase in en ion
emains inadequa ely unde s ood (e kan & e ans, 2018). Building upon he indings o Yones and
Mu haiyah, (2022), his esea ch explo es he simul aneous impac o independen ac o s on bo h iU and
ia. he inno a i e aspec o his esea ch lies in he inco po a ion o ac o s om he in o ma ion
adop ion and consume Beha io Model (iacM), and he inclusion o quan i a i e ac o s o in o ma ion
(iQ ) wi hin he concep ual amewo k.
6.2. Manage ial implica ions
his esea ch p o ides aluable insigh s o ma ke e s seeking o unde s and how eWOM in o ma ion in
social media in luences he pu chase in en ions o gene a ion Z consume s. he amewo k de eloped in
his esea ch o e s meaning ul manage ial implica ions as i iden i ies he key elemen s o eWOM in o -
ma ion. conside ing he signi ican impo ance o social media pla o ms o ma ke e s due o hei
ex ensi e use base and sui abili y o eWOM (canho o & cla k, 2013), unde s anding eWOM cha ac e -
is ics, and consume beha io ac o s ha posi i ely in luence Pi is c ucial.
Fi s ly, ma ke e s should ocus on imp o ing he quali y o in o ma ion o enhance i s use ulness and
adop ion. secondly, gaining a deep unde s anding o cus ome s’ needs o in o ma ion (ni) enables ma -
ke e s o g asp ma ke dynamics and de elop ailo ed ma ke ing campaigns. hi dly, inc easing he ol-
ume o in o ma ion sha ed in social media pla o ms can con ibu e o c ea ing b and awa eness. Finally,
imp o ing he con en o in o ma ion o ca e o he desi ed p e e ences o a ge cus ome s will os e
a posi i e a i ude owa d ecei ing in o ma ion.
O e all, his esea ch highligh s essen ial aspec s o eWOM in o ma ion ha a e o pa icula in e es
o gene a ion Z consume s, p o iding subs an ial alue o ma ke e s. By le e aging he insigh s gained
om his esea ch, ma ke e s can imp o e hei comp ehension o he dynamics o eWOM in social
media and e ec i ely engage wi h gene a ion Z, ul ima ely enhancing hei ma ke ing s a egies and
achie ing g ea e success in a ge ing his demog aphic segmen .
6.3. Limi a ion and ecommenda ion
his esea ch acknowledges ce ain limi a ions ha should be conside ed in in e p e ing he indings.
Fi s ly, he sample used in his esea ch, consis ing o 280 pa icipan s, p ima ily ep esen s gene a ion Z
in he sou he n egion o Vie nam. hus, he gene alizabili y o he indings o he en i e gene a ion Z
popula ion in Vie nam may be limi ed. Fu u e esea ch should aim o expand he sample size and include
pa icipan s om di e se geog aphic loca ions ac oss Vie nam. his would p o ide a mo e comp ehen-
si e unde s anding o he cha ac e is ics and consume beha io o gene a ion Z in di e en egions.
addi ionally, i is wo h explo ing he possibili y o de eloping a esea ch model ha compa es he cha -
ac e is ics and beha io s o di e en demog aphic gene a ions. By including mul iple gene a ions in he
analysis, esea che s can gain insigh s in o how eWOM in o ma ion in luences consume beha io and pu -
chase in en ion ac oss a ious age g oups. his compa a i e app oach would con ibu e o a mo e comp e-
hensi e unde s anding o he dynamics o eWOM in o ma ion in di e en gene a ional con ex s. Mo eo e ,
i is essen ial o explo e addi ional demog aphic a iables, including gende , age, and income, among o h-
e s. hese ac o s may exe a no able in luence on he in o ma ion Use ulness and in o ma ion adop ion.
o add ess hese limi a ions and enhance he o e all unde s anding o he esea ch a ea, u u e s ud-
ies should ocus on inc easing he sample size, explo ing mo e demog aphic ac o s, di e si ying he
geog aphical ep esen a ion, and inco po a ing a compa a i e analysis ac oss di e en gene a ional
coho s. By unde aking hese measu es, esea che s can s eng hen he c edibili y and applicabili y o
he indings, he eby es ablishing a mo e esilien ounda ion o ma ke e s and decision-make s seeking
o engage gene a ion Z consume s e ec i ely.
Disclosu e s a emen
no po en ial con lic o in e es was epo ed by he au ho (s).
cOgen BUsiness & ManageMen 17
Abou he au ho s
Thi Thuy An Ngo is a Business lec u e and he head o so skills Depa men a FP
Uni e si y, can ho, Vie nam. she holds wo mas e ’s deg ees om ghen Uni e si y, Belgium,
one in economic Managemen and he o he in aquacul u e. he esea ch in e es s include
con empo a y issues in educa ion, ma ke ing, business managemen , en ep eneu ship, inno-
a ion, and sus ainabili y. she has published se e al esea ch pape s in bo h na ional and
in e na ional jou nals.
Binh Long Vuong is a Bachelo in in e na ional Business om he Depa men o Business adminis a ion a FP
Uni e si y, can ho, Vie nam. he majo ield o s udy is in Ma ke ing.
My Dien Le is a Bachelo in in e na ional Business om he Depa men o Business adminis a ion a FP Uni e si y,
can ho, Vie nam. he majo ield o s udy is in logis ic.
Thanh T ung Nguyen is a Bachelo in in e na ional Business om he Depa men o Business adminis a ion a FP
Uni e si y, can ho, Vie nam. his majo ield o s udy is in Ma ke ing.
My My T an is a Bachelo in in e na ional Business om he Depa men o Business adminis a ion a FP Uni e si y,
can ho, Vie nam. he majo ield o s udy is in logis ic.
Quoc Khanh Nguyen is a Bachelo in in e na ional Business om he Depa men o Business adminis a ion a FP
Uni e si y, can ho, Vie nam. his majo ield o s udy is in Ma ke ing.
ORCID
hi huy an ngo h p://o cid.o g/0000-0001-7510-972X
Binh long Vuong h p://o cid.o g/0009-0008-5638-2315
My Dien le h p://o cid.o g/0009-0008-2323-0198
hanh ung nguyen h p://o cid.o g/0009-0002-5784-686X
My My an h p://o cid.o g/0009-0006-3460-287X
Quoc khanh nguyen h p://o cid.o g/0009-0002-7336-4860
Re e ences
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