The impact of eWOM information in social media on the online purchase intention of Generation Z

This research aims to investigate the impact of characteristics of electronic word-of-mouth (eWOM), including Information Quality, Information Credibility, Information Quantity; and consumer behavior, including Needs of Information, and Attitudes towards Information, on the online purchase intention of Generation Z consumers in the context of social media. The research used a quantitative approach with a Likert scale questionnaire to collect the data from 280 Vietnamese Generation Z individuals. Statistical techniques, including Cronbach’s Alpha Test, Exploratory Factor Analysis, Confirm Factor Analysis, and Structural Equation Modeling, were used for data analysis. The findings indicated that Information Quality, Information Quantity, and Needs of Information significantly influenced Information Usefulness. Moreover, Information Quality, Needs of Information, and Attitudes towards Information had a significant impact on Information Adoption. Notably, Information Quality exhibited the strongest positive influence on both Information Usefulness and Information Adoption. The study found that Information Usefulness had a significant impact on Information Adoption and on Information Adoption had a significant impact on purchase intention. This result illustrated that information adoption and information usefulness act as partial mediators in the relationships between the independent variables and purchase intentions. This research distinguishes itself from previous studies by simultaneously identifying independent factors that affect Information Usefulness and Information Adoption. This provides marketers with better understanding the important of eWOM information on consumer purchase intention on social media. To address limitations and enhance the overall understanding of the research area, future studies should increase the sample size, diversify geographical representation, and conduct comparative analyses across different generational cohorts.In the digital age, the rise of electronic word-of-mouth (eWOM) significantly influences consumer behavior, especially regarding online purchase intentions. Consumers increasingly rely on social media platforms for product information, and this reliance on eWOM has intensified after the COVID-19 pandemic. Despite the growing importance of eWOM on social media in shaping consumer purchase intentions, there is a lack of research in this area, particularly concerning its impact on specific generational groups like Generation Z. Given the evolving of Generation Z consumers, understanding the impact of eWOM on social media becomes vital for marketers. This study aims to explore the impact of specific eWOM characteristics (Information Quality, Credibility, Quantity) and consumer behavior (Needs and Attitudes towards Information) on Generation Z consumers’ purchase intentions through social media. The study offers valuable insights for marketers, enabling them to comprehend the importance of eWOM in shaping consumer decisions on social media and thus aiding in the formulation of effective marketing strategies.