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Exploring the Interaction Between eWOM Information Characteristics and Purchase Intention on Tiktok

Author

Listed:
  • Thi Mai Le

    (Vietnam National University)

  • Dieu Thuy Vu

    (FPT University)

  • Thi Huong Ly Nguyen

    (Vietnam National University)

Abstract

The development of social media has given users the ability to spread electronic word of mouth (eWOM) on a variety of online platforms, which has the potential to affect people's decision-making. This research explores the interaction between eWOM information characteristics (including eWOM quality, eWOM quantity, source credibility) and purchase intention with mediating role of eWOM authenticity by aping the information adoption model (IAM). Structural Equation Modeling (SEM) with SmartPLS software has been utilized to test hypotheses using 181 respondents. The findings show that eWOM information quality, information quantity, and source credibility have been critical in determining consumers’ online purchase. The eWOM authenticity is a mediator between the relationship between eWOM information characteristics and purchase intention on Tiktok. The study’s outcomes provide valuable findings on the authenticity of electronic word of mouth (eWOM) on TikTok. The outcomes give marketing managers a perspective on how important it is for them to understand how eWOM authenticity and information features affect social media users’ intentions to make online purchases. From there, company managers can make greater use of social media platforms by measuring customer behavior and concentrating on features of electronic word-of-mouth (eWOM) content on social media.

Suggested Citation

  • Thi Mai Le & Dieu Thuy Vu & Thi Huong Ly Nguyen, 2025. "Exploring the Interaction Between eWOM Information Characteristics and Purchase Intention on Tiktok," Springer Proceedings in Business and Economics,, Springer.
    • Handle: RePEc:spr:prbchp:978-981-96-4116-1_109
    DOI: 10.1007/978-981-96-4116-1_109
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