• ISSN: 2010-023X (Print)
    • Abbreviated Title: Int. J. Trade, Economics and Financ.
    • Frequency: Bimonthly
    • DOI: 10.18178/IJTEF
    • Editor-in-Chief: Prof.Tung-Zong (Donald) Chang
    • Executive Editor: Ms. Cherry L. Chen
    • Abstracting/ Indexing:  ProQuest, Crossref, Electronic Journals Library , EBSCO, and Ulrich's Periodicals Directory
    • E-mail: ijtef@ejournal.net
IJTEF 2019 Vol.10(4): 85-91 ISSN: 2010-023X
DOI: 10.18178/ijtef.2019.10.4.642

The Impact of Electronic-Word-of Mouth on e-Loyalty and Consumers’ e-Purchase Decision Making Process: A Social Media Perspective

Charitha Harshani Perera, Rajkishore Nayak, and Nguyen Van Thang Long
Abstract—The idea behind the concept of Electronic Word-of-Mouth (e-WOM) is important to the visibility of individuals and businesses on social media. Although the e-WOM is increasingly adopting in Vietnam, the association of e-WOM with social media among Vietnamese is an under-researched area. Accordingly, drawing on Social Cognitive Theory, this study aims to identify the role of e-WOM in developing e-loyalty and thus e-purchase. This study develops a model consisting of e-WOM as an independent variable, e-loyalty, and e-purchase as dependent variables, and information credibility, information quality and information usefulness as mediating variables. Analyzing the data obtained from 120 online brand members, this study shows that e-WOM has a significant positive impact on e-loyalty and e-purchase. Furthermore, information credibility, information quality, and information usefulness strengthened the relationship between e-WOM and e-loyalty.

Index Terms—e-loyalty, e-purchase, e-WOM, social media.

Charitha Harshani Perera is with School of Business and Management, RMIT University, Vietnam (e-mail: s3694322@rmit.edu.vn).
Rajkishore Nayak and Nguyen Van Thang Long are with School of Communication &Design, RMIT University, Vietnam.

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Cite: Charitha Harshani Perera, Rajkishore Nayak, and Nguyen Van Thang Long, "The Impact of Electronic-Word-of Mouth on e-Loyalty and Consumers’ e-Purchase Decision Making Process: A Social Media Perspective," International Journal of Trade, Economics and Finance vol.10, no.4, pp. 85-91, 2019.

Copyright © 2019 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).

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