Resumen de Researching the Effect of Views and Feedback About Products on Customer’s Purchase Intention. Case of Shopping on the Social Media

Trinh Le, Nguyen Duc Quang

• Purpose: There has been a recent uptick in interest in studying the impact of user ratings and comments posted on social networking sites. The growth of the Internet and e-commerce sites have made it more simpler to locate and assess data, lessened the possibility of identity theft, and increased confidence in the data's accuracy. The study's goal is to determine whether or not customers' exposure to reviews and comments influences their propensity to make a purchase on e-commerce site.

    Theoretical framework: In contrast to previous research that has examined the impact of user reviews and comments on e-commerce sites, the team behind this investigation looked solely at the impact of such data on media consumers   Design/methodology/approach: In a poll, participants were asked about their recent internet shopping experiences and whether or not they were impacted by word-of-mouth advertising. Then, give impartial evaluation data on how views, reactions, and eWOM affected online shopping intent   Findings: Based on a structural equation modeling study of 384 observations, we learn that the most influential components in shaping purpose are knowledge, attitude, perceived value, familiarity, and reference group   Research, Practical & Social implications: The study help business use social media to sell product or service effectively through understanding consumer behavior in referencing feedback and view on product   Originality/value: The value of the study provide researcher theoretical framework in studying consumer behavior through product purchase intention impacted by feedback and view of consumer on social media