{"title":"电子口碑对购买意愿的影响——以Instagram为例","authors":"V. Ho, Nhan Trong Phan, Phuong Viet Le-Hoang","doi":"10.14807/IJMP.V12I4.1336","DOIUrl":null,"url":null,"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.","PeriodicalId":54124,"journal":{"name":"Independent Journal of Management & Production","volume":null,"pages":null},"PeriodicalIF":0.4000,"publicationDate":"2021-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"5","resultStr":"{\"title\":\"Impact of electronic word of mouth to the purchase intention - the case of Instagram\",\"authors\":\"V. Ho, Nhan Trong Phan, Phuong Viet Le-Hoang\",\"doi\":\"10.14807/IJMP.V12I4.1336\",\"DOIUrl\":null,\"url\":null,\"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.\",\"PeriodicalId\":54124,\"journal\":{\"name\":\"Independent Journal of Management & Production\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":0.4000,\"publicationDate\":\"2021-06-01\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"5\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Independent Journal of Management & Production\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.14807/IJMP.V12I4.1336\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q4\",\"JCRName\":\"MANAGEMENT\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Independent Journal of Management & Production","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.14807/IJMP.V12I4.1336","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q4","JCRName":"MANAGEMENT","Score":null,"Total":0}
Impact of electronic word of mouth to the purchase intention - the case of Instagram
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.
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