FACTORS ON ELECTRONIC WORD-OF-MOUTH INTERACTION FOR COSMETICS IN CAN THO CITY

Tóm tắt

Background: The cosmetics industry continues to expand as consumers increasingly rely on online reviews before purchasing and share their opinions after use. This trend has driven the growth of electronic word-of-mouth (eWOM), making it a key factor influencing purchasing decisions. Objectives: To identify and evaluate the factors affecting eWOM interaction in the context of cosmetics in Can Tho City. Materials and methods: A cross-sectional study was conducted on 620 social media users across nine districts in Can Tho City, all of whom had previously contributed to eWOM on cosmetics. Results: The results show that most cosmetic consumers were young (aged 20–35; 62.58%) and primarily students or university students (68.23%). All 36 items were retained following Cronbach's Alpha reliability analysis. Kaiser-Meyer-Olkin coefficient = 0.915 (acceptable range: 0.5–1.0), with Bartlett’s test of sphericity was significant (p = 0.000 < 0.05), Varimax rotation, all extracted components had eigenvalues greater than 1, and factor loadings were statistically significant (p < 0.05) with the extracted variance value of 74.826% (>50%). Confirmatory Factor Analysis and Structural Equation Modeling results were consistent with market data. Four factors positively influenced eWOM engagement: (i) Trust, (ii) Quality, (iii) Brand, (iv) Self-Expression. Conclusions: Local businesses should leverage social media characteristics and enhance the product's quality that enhance consumer purchasing demand.