Title: The impact of electronic word of mouth on online purchase intention of generation Z in Vietnam

Authors: Bui Van Vien; Le Nguyen Duy Hung; Le Van Dung; Vu Huynh Mai Vi; Ha Anh Phuong

Addresses: Department of International Business, Faculty of Administration, University of Transport Technology, 54 Trieu Khuc, Hanoi, Vietnam ' Faculty of Business Administration, Dong A University, 33 Xo Viet Nghe Tinh, Danang, Vietnam ' Dong A University, 33 Xo Viet Nghe Tinh, Danang, Vietnam ' Dong A University, 33 Xo Viet Nghe Tinh, Danang, Vietnam ' Dong A University, 33 Xo Viet Nghe Tinh, Danang, Vietnam

Abstract: In Vietnam, word of mouth (WoM) is a critical reference channel for consumers in the shopping process, especially online shopping. Vietnam has been witnessing a turning point in the e-commerce industry. This commercial boom has accelerated the growth of eWoM in Vietnam and brought new opportunities as well as challenges for digital marketing. E-commerce is a general buying trend among young people and generation Z. The study focuses on analysing the influence of the eWoM on generation Z's online purchase intention through mediating factors, including Attitude toward behaviour, Perceived behaviour control, and subjective norms. With 1520 valid observations were used to test the relationships through structural equation modelling (SEM). The research results show that the proposed hypotheses are accepted, statistically significant, contributing to supporting, proving, and extending the previous hypotheses, and are consistent with reality. Accordingly, four factors affecting the acceptance of eWoM are eWoM quality, eWoM reliability, consumer experience knowledge, and consumer interest. The Acceptance of eWoM influences the online purchase intention of generation Z in Vietnam through three mediating factors: attitude toward behaviour, subjective norm, and perceived behavioural control.

Keywords: eWoM quality; eWoM reliability; consumer experience knowledge; consumer interest; electronic word of mouth; eWoM; attitude toward behaviour; perceived behaviour control; subjective norms; online purchase intention; generation Z; Vietnam.

DOI: 10.1504/IJIMA.2026.152926

International Journal of Internet Marketing and Advertising, 2026 Vol.24 No.3, pp.273 - 295

Received: 06 May 2023
Accepted: 26 Nov 2023
Published online: 15 Apr 2026 *

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