Abstract
Online consumer reviews create an electronic word–of–mouth information (eWOM) system. They can lead to airline e-ticket purchasing intention. However, to examine whether consumers accept such information or what factors affect their adoption, this study investigates the influence of antecedents eWOM on eWOM adoption and airline e-ticket purchasing intention. This paper uses datasets from a quantitative survey of online consumers in the Mekong Delta region of Vietnam. The SPSS 23 tool was used to analyze the scale's reliability through Cronbach's Alpha coefficient, EFA exploratory factor analysis, and linear regression analysis. According to the study results, factors with a positive impact are ranked in decreasing order of strength: Information Quality and Credibility and Information Attitude Adoption positively influence eWOM adoption. Additionally, the results demonstrate a positive correlation between eWOM adoption and airline e-ticket purchase intention. The findings of this study provide important implications for online air ticket sellers in managing online consumer reviews and improving and developing marketing campaigns, specifically viral marketing, that increase airline e-ticket purchasing intention.
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