The Impact of eWOM on Consumers’Online Purchase Intentions in Vietnam and Taiwan

The Impact of eWOM on Consumers’Online Purchase Intentions in Vietnam and Taiwan

This study explores the impact of electronic word-of-mouth (eWOM) on consumers’online purchase intentions in Vietnam and Taiwan. In the current landscape, online shopping platforms have gained immense popularity as preferred venues for purchasing goods, underscoring the importance of understanding consumers’motivations in opting for online transactions. Data were collected through a questionnaire survey to assess respondents’perceptions of eWOM, including trust in online platforms, platform reviews and ratings, credibility of eWOM, and the recency of eWOM. The findings highlight that the recency of eWOM significantly influences consumers’purchase intentions. These results contribute to the academic fields of e-commerce and consumer behavior, while also providing practical strategic insights for online commerce platforms to better meet the diverse needs and expectations of consumers in varied markets.