Ảnh hưởng của truyền miệng điện tử (eWOM) đến ý định mua hàng của thế hệ Z trên TikTok

The digital age has profoundly transformed consumer behavior, with social media platforms like TikTok becoming central to information consumption and purchasing decisions, particularly for Generation Z. Electronic word-of-mouth (eWOM) has emerged as a crucial influencer in this landscape, necessitating a deeper understanding of its mechanisms. This study investigates the intricate relationship between eWOM factors, including information quality, credibility, and quantity, and their impact on the online purchase intention of Generation Z within the Vietnamese context on TikTok. By exploring mediating roles such as information usefulness, information adoption, and brand image, this research aims to offer valuable insights for businesses to optimize their digital marketing strategies on social media platforms and effectively drive consumer engagement and purchasing behavior.

Digital marketers, social media strategists, businesses targeting Generation Z, and academics in marketing and consumer behavior.

This academic paper explores the significant influence of electronic word-of-mouth (eWOM) on the purchase intention of Generation Z on the TikTok platform in Vietnam. Recognizing the growing reliance of young consumers on social media for product information, the study meticulously examines how key eWOM factors—specifically information quality, credibility, and quantity—shape consumer decisions. Utilizing the SmartPLS software, the research analyzed data from 514 survey samples collected from Vietnamese Gen Z individuals who frequently use TikTok. The findings reveal that information usefulness, information adoption, and brand image play crucial mediating roles, channeling the impact of eWOM on purchase intention. The study's theoretical foundation is rooted in the Information Adoption Model (IAM), which helps explain the complex process by which consumers receive and act upon online information. This research underscores that high-quality, credible, and sufficient eWOM information significantly enhances its perceived usefulness, subsequently fostering greater information adoption and a positive brand image, which collectively drive purchase intentions. The practical implications are substantial for digital marketers seeking to optimize their strategies on social media. By focusing on improving the quality, quantity, and credibility of their eWOM content on platforms like TikTok, businesses can effectively engage Gen Z consumers, promote a stronger brand image, and ultimately stimulate purchasing behavior. This study provides a clear roadmap for developing more effective digital marketing campaigns in the dynamic social media environment.