The effects of electronic word – of – mouth to consumers’ purchase intention towards cosmetics products

Abstract

The aim of this Master’s thesis is to study about the impacts of electronic word – of – mouth to the consumers’ purchase intention towards cosmetic products. In order to achieve the research purpose, the effect of eWOM dimensions and antecedent to consumers’ brand attitude and purchase intention of Vietnamese consumers have been studied. The research consists of two main parts: the theoretical framework and empirical findings. The theoretical part focuses on the discussions of eWOM dimensions (valence, quality and quantity), eWOM antecedent (source credibility) and their effects to consumers’ brand attitude and purchase intention. This research utilizes the quantitative method to conduct the empirical part. A web – based questionnaire was developed and carried out over social media channels. Out of 436 responses, there were 362 responses valid for data analysis. According to the empirical findings, positive eWOM valence, eWOM quantity and source credibility have effect on consumers’ brand attitude and purchase intention towards cos-metics products. On the other hand, eWOM quality has been found that it has no impact on consumers’ purchase intention.