THE RELATIONSHIP BETWEEN ELECTRONIC WORD-OF-MOUTH AND GEN Z CONSUMERS' INTENTION IN SELECTING EATING PLACE IN HO CHI MINH CITY, VIETNAM
Electronic Word of Mouth (eWOM) is one of the prevalent forms of information interaction activities in the era of digital technology. In the F&B field, it can be understood as the method by which consumers share information, experiences and reviews about the products and services from individu...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Editura Universităţii din Oradea
2024-11-01
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| Series: | Geo Journal of Tourism and Geosites |
| Subjects: | |
| Online Access: | https://gtg.webhost.uoradea.ro/PDF/GTG-4-2024/gtg.56416-1330.pdf |
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| Summary: | Electronic Word of Mouth (eWOM) is one of the prevalent forms of information interaction activities in the era of
digital technology. In the F&B field, it can be understood as the method by which consumers share information, experiences
and reviews about the products and services from individuals or businesses through various online channels such as social
media, forums, personal blogs and other platforms. Reflecting current trends, this research aims to examine the factors and t he
extent to which eWOM influences the behaviour of Generation Z consumers in Ho Chi Minh City. The res earch methods
employed include qualitative and quantitative approaches, serving the purpose of literature review, statistical data analysis
and structural equation modelling to assess the relationship between eWOM and the decision-making process in choosing
eating places. The study reveals that four factors, namely information quality, information credibility, relevance of
information and attitude towards information, directly impact the acceptance of eWOM information, subsequently influencing
the intention selection of Gen Z consumers in Ho Chi Minh City. Additionally, brand trust is identified as a positive factor in
this research relationship. The findings provide valuable insights into the role of eWOM in the intention selection of Gen Z
consumers. This information can be applied by managers and marketers to develop more intelligent management and
marketing strategies in Ho Chi Minh City, providing a competitive advantage for businesses. |
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| ISSN: | 2065-0817 2065-1198 |