Consumer Valuations of eWOM: An Example of purchasing Smart TVs online in Viet Nam
碩士 === 朝陽科技大學 === 企業管理系 === 107 === Consumer’s purchase decision increasingly relies on eWOM influence. However, the impact of perceived quality and influence of eWOM on the purchase intention is still not well understood, especially in the context of the C2C platform in Vietnam. To know more about...
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| Format: | Others |
| Language: | en_US |
| Published: |
2019
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| Online Access: | http://ndltd.ncl.edu.tw/handle/6k3685 |
| Summary: | 碩士 === 朝陽科技大學 === 企業管理系 === 107 === Consumer’s purchase decision increasingly relies on eWOM influence. However, the impact of perceived quality and influence of eWOM on the purchase intention is still not well understood, especially in the context of the C2C platform in Vietnam. To know more about how the quality and influence of eWOM affect consumer purchase intention, we conducted an online survey using the experimental advertising materials to investigate consumers’ perceptions of eWOM and purchase intentions of smart TVs. The results show that perceived quality of eWOM, the influence of eWOM (information influence and value-expressive influence) positively enhance the consumer purchase intention. Based on the results, the theoretical and practical implications are provided.
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