Ảnh hưởng của truyền miệng điện tử (eWOM) đến ý định mua hàng của thế hệ Z trên TikTok
Ngày xuất bản:
28/10/2025
Ngày xuất bản Online:
25/10/2025
Chuyên mục:
Quản trị kinh doanh, Marketing, Thương mại, Du lịch
Nội dung chính của bài viết
Tóm tắt
eWOM ngày càng đóng vai trò quan trọng trong truyền thông xã hội nói chung cũng như chi phối về hành vi tiêu dùng. Nghiên cứu này đánh giá tác động của các yếu tố truyền miệng điện tử (eWOM) như chất lượng, độ tin cậy và số lượng thông tin đến ý định mua hàng trực tuyến của thế hệ Z trên nền tảng TikTok. Nghiên cứu sử dụng phần mềm SmartPLS để phân tích 514 mẫu khảo sát thu thập được. Kết quả phân tích cho thấy, tính hữu ích của thông tin, tiếp nhận thông tin và hình ảnh thương hiệu là các yếu tố trung gian quan trọng giúp chuyển tải ảnh hưởng từ eWOM đến ý định mua hàng của thế hệ Gen Z trên TikTok. Những phát hiện này cung cấp định hướng rõ ràng cho các chiến lược tiếp thị kỹ thuật số, tập trung vào việc nâng cao chất lượng, số lượng và độ tin cậy của thông tin để thúc đẩy hành vi mua hàng trên các nền tảng truyền thông xã hội.
Abstract
eWOM plays an increasingly important role in social media in general and in influencing consumer behavior. This study evaluates the impact of electronic word-of-mouth (eWOM) factors such as quality, credibility, and quantity of information on the online purchase intention of Generation Z on the TikTok platform. The study uses SmartPLS software to analyze 514 collected survey samples. The analysis results show that information usefulness, information adoption, and brand image are important mediating factors that help convey the influence of eWOM on Generation Z's purchase intention on TikTok. These findings provide clear directions for digital marketing strategies, focusing on improving the quality, quantity, and credibility of information to promote purchase behavior on social media platforms.
Từ khóa
eWOM; Gen Z; Hình ảnh thương hiệu; TikTok; Tiếp nhận thông tin; Tính hữu ích của thông tin; Ý định mua hàng
Chi tiết bài viết
Lĩnh vực kinh tế (JEL Codes)
M15 - IT Management - Business Administration, M31 - Marketing - M37 - Advertising - Marketing and Advertising
Tài liệu tham khảo
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Abedi, E., Ghorbanzadeh, D., & Rahehagh, A. (2019). Influence of eWOM information on consumers’ behavioral intentions in mobile social networks. Journal of Advances in Management Research, 17(1), 84–109. https://doi.org/10.1108/JAMR-04-2019-0058
Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., & Algharabat, R. (2017). Social media in marketing: A review and analysis of the existing literature. Telematics and Informatics, 34(7), 1177–1190. https://doi.org/10.1016/j.tele.2017.05.008
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Chen, Y., Fay, S., & Wang, Q. (2011). The role of marketing in social media: How online consumer reviews evolve. Journal of Interactive Marketing, 25(2), 85–94. https://doi.org/10.2139/ssrn.1710357
Cheung, C. M. K., & Lee, M. K. O. (2012). What drives consumers to spread electronic word of mouth in online consumer-opinion platforms. Decision Support Systems, 53(1), 218–225. https://doi.org/10.1016/j.dss.2012.01.015
Cheung, C. M. K., Lee, M. K. O., & Rabjohn, N. (2008). The impact of electronic word‐of‐mouth. Internet Research, 18(3), 229–247. https://doi.org/10.1108/10662240810883290
Cheung, C. M. K., & Thadani, D. R. (2012). The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Decision Support Systems, 54(1), 461–470. https://doi.org/10.1016/j.dss.2012.06.008
Cheung, R. (2014). The Influence of Electronic word-of-mouth on Information adoption in online customer communities. Global Economic Review, 43(1), 42–57. https://doi.org/10.1080/1226508X.2014.884048
Chu, S.-C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International Journal of Advertising, 30(1), 47–75. https://doi.org/10.2501/IJA-30-1-047-075
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Erkan, I., & Evans, C. (2018). Social media or shopping websites? The influence of eWOM on consumers’ online purchase intentions. Journal of Marketing Communications, 24(6), 617–632. https://doi.org/10.1080/13527266.2016.1184706
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Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM). Sage Publications. https://us.sagepub.com/en-us/nam/a-primer-on-partial-least-squares-structural-equation-modeling-pls-sem/book244901
Hennig-Thurau, T., K. P. Gwinner, G. Walsh, & D. D. Gremler. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the internet? Journal of Interactive Marketing, 18(1), 38–52. https://doi.org/10.1002/dir.10073
Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. New Challenges to International Marketing (Advances in International Marketing, Vol. 20), Emerald Group Publishing Limited, Leeds, pp. 277–319. https://doi.org/10.1108/S1474-7979(2009)0000020014
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Hoang, L.N. and Tung, L.T. (2023), "A moderated mediation model of situational context and brand image for online purchases using eWOM", Journal of Product & Brand Management, Vol. 32 No. 4, pp. 661-672. https://doi.org/10.1108/JPBM-02-2022-3857
Hussain, S., Song, X., & Niu, B. (2020). Consumers’ motivational involvement in eWOM for information adoption: The mediating role of organizational motives. Frontiers in Psychology, 10. https://doi.org/10.3389/fpsyg.2019.03055
Indrawati. (2015). Metode penelitian Manajemen dan bisnis. Bandung: Refika aditama.
Ismagilova, E., Dwivedi, Y. K., Slade, E., & Williams, M. D. (2017). Electronic word-of-mouth (eWOM) . Springer International Publishing, 17–30. http://doi.org/10.1007/978-3-319-52459-7
Kline, R. B. (2016). Principles and practice of structural equation modeling (4th ed.). Guilford Press.
Kozinets, R. V., De Valck, K., Wojnicki, A. C., & Wilner, S. J. S. (2010). Networked narratives: Understanding Word-of-Mouth marketing in online communities. Journal of Marketing, 74(2), 71–89. https://doi.org/10.1509/jm.74.2.71
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Abedi, E., Ghorbanzadeh, D., & Rahehagh, A. (2019). Influence of eWOM information on consumers’ behavioral intentions in mobile social networks. Journal of Advances in Management Research, 17(1), 84–109. https://doi.org/10.1108/JAMR-04-2019-0058
Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., & Algharabat, R. (2017). Social media in marketing: A review and analysis of the existing literature. Telematics and Informatics, 34(7), 1177–1190. https://doi.org/10.1016/j.tele.2017.05.008
Alrwashdeh, M., Emeagwali, O., & Aljuhmani, H. (2019). The effect of electronic word of mouth communication on purchase intention and brand image: An applicant smartphone brands in North Cyprus. Management Science Letters, 9(4), 505–518. http://doi.org/10.5267/j.msl.2019.1.011
Bailey, J. E., & Pearson, S. W. (1983). Development of a Tool for Measuring and Analyzing Computer User Satisfaction. Management Science, 29(5), 530–545. https://doi.org/10.1287/mnsc.29.5.530
Chen, Y., Fay, S., & Wang, Q. (2011). The role of marketing in social media: How online consumer reviews evolve. Journal of Interactive Marketing, 25(2), 85–94. https://doi.org/10.2139/ssrn.1710357
Cheung, C. M. K., & Lee, M. K. O. (2012). What drives consumers to spread electronic word of mouth in online consumer-opinion platforms. Decision Support Systems, 53(1), 218–225. https://doi.org/10.1016/j.dss.2012.01.015
Cheung, C. M. K., Lee, M. K. O., & Rabjohn, N. (2008). The impact of electronic word‐of‐mouth. Internet Research, 18(3), 229–247. https://doi.org/10.1108/10662240810883290
Cheung, C. M. K., & Thadani, D. R. (2012). The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Decision Support Systems, 54(1), 461–470. https://doi.org/10.1016/j.dss.2012.06.008
Cheung, R. (2014). The Influence of Electronic word-of-mouth on Information adoption in online customer communities. Global Economic Review, 43(1), 42–57. https://doi.org/10.1080/1226508X.2014.884048
Chu, S.-C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International Journal of Advertising, 30(1), 47–75. https://doi.org/10.2501/IJA-30-1-047-075
Dachyar, M., & Banjarnahor, L. (2017). Factors influencing purchase intention towards consumer-to-consumer e-commerce. Intangible Capital, 13(5), 948. https://doi.org/10.3926/ic.1119
Datareportal. (2023). Digital 2023: Vietnam. Datareportal. https://datareportal.com/reports/digital-2023-vietnam
Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13(3), 319. https://doi.org/10.2307/249008
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations. Journal of Marketing Research, 28(3), 307–391. https://doi.org/10.2307/3172866
Dwivedi, Y. K., Slade, E., & Williams, M. D. (2017). Electronic word of mouth in the marketing context: A state of the art analysis and future directions. Springer Nature. https://doi.org/10.1007/978-3-319-52459-7
Eagly, A. H., & Chaiken, S. (1993). The psychology of attitudes. Harcourt Brace Jovanovich College Publishers.
Erkan, I., & Evans, C. (2016). The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption. Computers in Human Behavior, 61, 47–55. https://doi.org/10.1016/j.chb.2016.03.003
Erkan, I., & Evans, C. (2018). Social media or shopping websites? The influence of eWOM on consumers’ online purchase intentions. Journal of Marketing Communications, 24(6), 617–632. https://doi.org/10.1080/13527266.2016.1184706
Filieri, R. (2015). What makes online reviews helpful? A diagnosticity-adoption framework to explain informational and normative influences in e-WOM. Journal of Business Research, 68(6), 1261–1270. https://doi.org/10.1016/j.jbusres.2014.11.006
Garson, G. D. (2016). Partial least squares. Regression and structural equation models.
Goyette, I., Richard, L., Bergeron, J., & Marticotte, F. (2010). eWOM scale: Word-of-mouth measurement scale for e-services context. Canadian Journal of Administrative Sciences, 27(1), 5–23. https://doi.org/10.1002/cjas.129
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM). Sage Publications. https://us.sagepub.com/en-us/nam/a-primer-on-partial-least-squares-structural-equation-modeling-pls-sem/book244901
Hennig-Thurau, T., K. P. Gwinner, G. Walsh, & D. D. Gremler. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the internet? Journal of Interactive Marketing, 18(1), 38–52. https://doi.org/10.1002/dir.10073
Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. New Challenges to International Marketing (Advances in International Marketing, Vol. 20), Emerald Group Publishing Limited, Leeds, pp. 277–319. https://doi.org/10.1108/S1474-7979(2009)0000020014
Hiệp hội Thương mại điện tử Việt Nam. (2023). Báo cáo chỉ số thương mại điện tử Việt Nam (EBI) 2023. Hiệp hội Thương mại điện tử Việt Nam. https://vecom.vn/bao-cao-ebi-2023
Ho, V. T., Phan, N. T., & Le-Hoang, P. V. (2021). Impact of electronic word of mouth to the purchase intention - the case of Instagram. Independent Journal of Management & Production, 12(4), 1019–1033. https://doi.org/10.14807/ijmp.v12i4.1336
Hoang, L.N. and Tung, L.T. (2023), "A moderated mediation model of situational context and brand image for online purchases using eWOM", Journal of Product & Brand Management, Vol. 32 No. 4, pp. 661-672. https://doi.org/10.1108/JPBM-02-2022-3857
Hussain, S., Song, X., & Niu, B. (2020). Consumers’ motivational involvement in eWOM for information adoption: The mediating role of organizational motives. Frontiers in Psychology, 10. https://doi.org/10.3389/fpsyg.2019.03055
Indrawati. (2015). Metode penelitian Manajemen dan bisnis. Bandung: Refika aditama.
Ismagilova, E., Dwivedi, Y. K., Slade, E., & Williams, M. D. (2017). Electronic word-of-mouth (eWOM) . Springer International Publishing, 17–30. http://doi.org/10.1007/978-3-319-52459-7
Kline, R. B. (2016). Principles and practice of structural equation modeling (4th ed.). Guilford Press.
Kozinets, R. V., De Valck, K., Wojnicki, A. C., & Wilner, S. J. S. (2010). Networked narratives: Understanding Word-of-Mouth marketing in online communities. Journal of Marketing, 74(2), 71–89. https://doi.org/10.1509/jm.74.2.71
Lin, C., Wu, Y. S., & Chen, J. C. V. (2013). Electronic word-of-mouth: The moderating roles of product involvement and brand image. . In Proceedings of 2013 International Conference on Technology Innovation and Industrial Management, 29, 29–47. https://toknowpress.net/ISBN/978-961-6914-07-9/papers/S3_29-47.pdf
Liu, R. R., & Zhang, W. (2010). Informational influence of online customer feedback: An empirical study. Journal of Database Marketing & Customer Strategy Management, 17, 120–131.http://doi.org/10.1057/dbm.2010.11
López, M., & Sicilia, M. (2013). How WOM marketing contributes to new product adoption. European Journal of Marketing, 47(7), 1089–1114. https://doi.org/10.1108/03090561311324228
Lowry, P. B., & Gaskin, J. (2014). Partial least squares (PLS) structural equation modeling (SEM) for building and testing behavioral causal theory: When to choose it and how to use it. IEEE transactions on professional communication, 57(2), 123-146. https://doi.org/10.1109/TPC.2014.2312452
Moran, G., & Muzellec, L. (2017). eWOM credibility on social networking sites: A framework. Journal of Marketing Communications, 23(2), 149–161. https://doi.org/10.1080/13527266.2014.969756
Ngarmwongnoi, C., Oliveira, J. S., AbedRabbo, M., & Mousavi, S. (2020). The implications of eWOM adoption on the customer journey. Journal of Consumer Marketing, 37(7), 749–759. https://doi.org/10.1108/JCM-10-2019-3450
Ngo, T. T. A., Le, T. M. T., Nguyen, T. H., Le, T. G., Ngo, G. T., & Nguyen, T. D. (2022). the impact of sns advertisements on online purchase intention of generation Z: An empirical study of TikTok in Vietnam. The Journal of Asian Finance, Economics and Business, 9(5), 497–506. https://doi.org/10.13106/JAFEB.2022.VOL9.NO5.0497
Park, D.-H., Lee, J., & Han, I. (2007). The effect of on-line consumer reviews on consumer purchasing intention: The moderating role of involvement. International Journal of Electronic Commerce, 11(4), 125–148. https://doi.org/10.2753/JEC1086-4415110405
Piñeiro-Otero, T., & Martínez-Rolán, X. (2016). Understanding digital marketing—basics and actions. MBA: Theory and application of business and management principles, 37-74. https://doi.org/10.1007/978-3-319-28281-7_2
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Trích dẫn bài báo
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