Title: Relationship between eWOM usefulness, eWOM adoption, and buying intention on social networking sites

Authors: Phuong Viet Le-Hoang

Addresses: Business Administration Faculty, Industrial University of Ho Chi Minh City, Ho Chi Minh City, Vietnam

Abstract: The purpose of this research is to explore, measure and analyse the relationship between information quality, perceived credibility, information needs, subjective norms, electronic Word of Mouth (eWOM) usefulness, eWOM adoption and purchase intention via social networking sites. The method is a Cronbach alpha reliability test, Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA) and Structural Equation Modelling (SEM). In order to conduct the research, the author distributed 512 survey questionnaires and collected data from 503 valid respondents. The results showed that eWOM plays a mediating role when customers purchase products and services via social networking sites. Based on that, the research recommends the necessary solutions to improve the buying intention and encourage customers to do E-WOM.

Keywords: information quality; perceived credibility; information needs; subjective norms; eWOM usefulness; eWOM adoption; purchase intention.

DOI: 10.1504/IJAMS.2026.154557

International Journal of Applied Management Science, 2026 Vol.18 No.2, pp.208 - 230

Received: 26 Mar 2024
Accepted: 19 Jan 2025
Published online: 06 Jul 2026 *

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