Impact of electronic word of mouth to the purchase intention – the case of instagram

INDEPENDENT JOURNAL OF MANAGEMENT & PRODUCTION (IJM&P)

http://www.ijmp.jor.br v. 12, n. 4, May-June 2021

ISSN: 2236-269X

DOI: 10.14807/ijmp.v12i4.1336

[https://creativecommons.org/licenses/by-nc-sa/4.0/]

Licensed under a Creative Commons Attribution 4.0

1019

IMPACT OF ELECTRONIC WORD OF MOUTH TO THE

PURCHASE INTENTION – THE CASE OF INSTAGRAM

Vi Truc Ho

Industrial University of Ho Chi Minh City, Viet Nam

E-mail: [email protected]

Nhan Trong Phan

Industrial University of Ho Chi Minh City, Viet Nam

E-mail: [email protected]

Phuong Viet Le-Hoang

Industrial University of Ho Chi Minh City, Viet Nam

E-mail: [email protected]

Submission: 4/24/2020

Revision: 6/3/2020

Accept: 7/27/2020

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.

Keywords: E-WOM; Gen Y; Gen Z; Instagram; Purchase intention, Vietnam