Abstract
In the online shopping environment, electronic word-of-mouth (eWom) is increasingly becoming a significant factor affecting consumers’ purchase intentions. This study evaluated the impact of eWom on online purchase intention through the Information Acceptance Model. A survey of 308 consumers in Ho Chi Minh City was carried out to identify both the direct effects of eWOM and its indirect effects via mediating variables on online purchase intention. The findings reveal that characteristics of eWOM directly influence information usefulness, with information needs exerting the strongest impact, followed by information credibility. Additionally, information usefulness directly affects information adoption, which subsequently influences online purchase intention. At the same time, eWOM indirectly affects purchase intention through two mediators: information usefulness and information adoption. These results provide further empirical evidence for the Information Adoption Model and demonstrate its applicability within the context of the Ho Chi Minh City market.
Keywords: Information adoption model, electronic word-of-mouth (ewom), information usefulness, information adoption, online purchase intention.
JEL classification: E2, L81.
DOI: 10.63767/TCKT.36.2026.92.101
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Ban biên tập Tạp chí Kinh tế & Quản trị Kinh doanh
Phòng 514, Nhà điều hành, trường Đại học Kinh tế & Quản trị Kinh doanh
Địa chỉ: Phường Tân Thịnh, thành phố Thái Nguyên
Email: tapchikt-qtkd@tueba.edu.vn; Điện thoại: 0208.3903373
