The impact of electronic word-of-mouth on young consumers' purchase intention in Hong Kong

Abstract

This study focuses on the impact of electronic word-of-mouth on young consumers' purchase intention in cosmetic industry in Hong Kong. A research model was constructed to investigate the impact of electronic word-of-mouth on purchase intention of consumers, influenced by social media browsing intention and mediated by information credibility. A survey was conducted with a sample of 173 respondents and a quantitative approach was used to validate the research model. The research results concluded that electronic word-of-mouth has a positive influence on information credibility, which in turn predicts young consumers' purchase intention.