The Impacts of Electronic Word-of-Mouth (EWOM) and Trust on the Customer Purchase Intention through Beauty Bloggers: A Case Study in Vietnam

• Main Authors: NGO, THI QUYNH MAI, 吳氏瓊枚
• Other Authors: WU, CHEN-HUI
• Format: Others
• Language: en_US
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/yz445b

碩士 === 國立虎尾科技大學 === 資訊管理系碩士班 === 107 === The rapid development of social media as well as personal blog sites is strongly impacting the lives of people all over the world, including Vietnam. In the skincare and beauty industry, beauty bloggers have a great influence on Vietnamese consumers, especially young people. Therefore, there is a need for research on what factors impact on electronic word-of-mouth (EWOM) and customer trust, thereby impacting on the purchase intention through channels of beauty bloggers. This study proposed a research model that links the concepts of attractiveness, reputation, experience, EWOM, trust, and purchase intention from the social cognitive theory (SCT) perspective. Research data were collected from 232 respondents who have knowledge of social media and especially knowledge of skincare - beauty as well as the experience of reading or watching to posts of beauty bloggers. Data analysis was conducted with IBM SPSS 22 and SmartPLS 3.0. The results show that the attractiveness, reputation, and experience factors of beauty bloggers have not only directly positive impacts on EWOM environment and customer trust, but also indirect positive impact on Vietnamese consumer purchase intention.