HO CHI MINH CITY UNIVERSITY OF FOREIGN LANGUAGES – INFORMATION TECHNOLOGY
FACULTY OF BUSINESS ADMINISTRATION ---------***-------- GRADUATION PAPER
Major: Business Administration
THE EFFECTS OF E-REVIEW ON ONLINE SHOPPING INTENTION OF iGEN
Student’s name: Nguyen Thi Thuy Thanh ID Number: 18DH480328 Class: KM1803 Course: K24
Instructor: Mr. Dang Quan Tri HCMC, 0 / 7 2022 ACKNOWLEDGEMENTS
I would like to thank many people who have directly and indirectly given their advice,
suggestions, and support me to complete this graduation dissertation. First and foremost, I
would like to thank my lecturer Mr. Nguyen Thanh Luan, who is the first person to open up
and lead me into the world of scientific research. Next, thank you to my supervisor, Mr. Dang
Quan Tri, for discovering and exploding my potential. His invaluable advice and guidance
throughout the various stages of my study did make me grow and glow myself a lot. I also
would like to thank Ho Chi Minh City University of Foreign Languages – Information
Technology (HUFLIT) and the Faculty of Business Administration (FBA) for providing
excel ent courses for me to pursue my study. Final y, I would like to thank my beloved friend,
Mr. Nguyen Phuoc Thanh, for always standing by my side and listening to me whenever I feel
down. Thanks to his big encouragement, I was motivated to go on my own journey and be
more assertive with my decision. ADVISOR’S ASSESSMENT DISSERTATION ASSESSMENT FORM
Name of Student: Nguyen Thi Thuy Thanh ID number: 18DH480328
Title: The effects of e-review on online shopping intention of iGe n
Supervisor’s Name: Dang Quan Tri Starting: Finishing Feb, 2022 : July, 2022 FORMAL PRECONDITIONS Preconditions Assessmen Comments Correct use of language ☑ met
(sentence structure, spelling, ☐ not met punctuation) ☑met
• The dissertation is organized and Table of contents and summary ☐ consistent with the format. not met
Notation and list of sources in
• This report is also proof-read ☑ met carefully and effectively.
accordance with formal rules in ☐ not met the field
Design and layout in accordanc ☑ met with degree programme ☐ not met guidelines EVALUATION OF THE CONTENT PRECONDITIONS ASSESSMENT COMMENTS 1. THEORETICAL ☐ insufficient
The theory used in this report is FRAMEWORK & ACADEMIC ☑ sufficient
appropriate and consistent with th RELEVANCE research context. ☐ insufficient Appropriate method with clear 2. METHOD ☑ sufficient explanation how to use it. ☐ insufficient
Good analysis with evidence from 3. ANALYSIS ☑ sufficient practice. ☐ insufficient Good conclusion and further 4. CONCLUSION ☑ sufficient research 5. USE & CITATION OF ☐ insufficient Appropriate citation SOURCES ☑ sufficient 6. STRUCTURE OF THE ☐ insufficient Good written and full of ARGUMENT ☑ sufficient
motivation to give justification for argument. 7. COMPOSITION & STYLE ☐ insufficient Clear. ☑ sufficient Other comments: Date: July 17th, 2022
Name and signature of the examiner ABSTRACT
Nobody can deny that online shopping is growing and becoming a new consumption
trend in Vietnam. In addition, iGen or Generation Z, who were born between late 1995 and
early 2010, are expected to become potential consumers for this market in the future. Besides,
e-review has become a primary source of product information and an important influence on
customers’ online shopping intention. The effects of e-review on customer behavior have
recently gained significant academic attention. Therefore, there is a need to provide a review
of such effects. This paper, thus, aims to investigate customers’ online shopping intention of
iGen by fol owing an inductive and more differentiated approach. By examining the link
between e-review and customers’ online shopping intention through e-satisfaction, results
help to gain a broader understanding of th
e effects of e-review on online shopping intention
of iGen. E-review is categorized into 3 specific variables in this study, namely valence, the
quantity of e-review, and quality of e-review. The conceptual framework of this study was
tested using data gathered from the online questionnaires directed to a total sample of 222
iGen located in Ho Chi Minh city and was then analyzed using the PLS-SEM approach. The
investigation produces three findings: (1) the valence has a positive effect on e-satisfaction,
(2) e-satisfaction general y increases with the high-quality of e-review but the quantity of e-
review does not necessarily affect customers’ e-satisfaction, (3) customers’ online shopping
intention is strongly affected by e-satisfaction given in e-commerce platform context. The
research contributes novel insights into iGen’s online shopping behavior and provides
important managerial implications that are of interest to iGen, online store owners, and e- commerce platforms. Keywords: e-WOM; e-revie ;
w review valence; quantity of e-review; quality of e-
review, e-satisfaction; online shopping intention LIST OF TABLES
Table 1.1 The Mapping of E-commerce in Vietnam ................................................................ 4
Table 2.1 Previous research about e-review ........................................................................... 12
Table 4.1 Questionnaire structures ......................................................................................... 21
Table 4.2 Respondents’ profile ............................................................................................... 25
Table 4.3 Overview of measurement model quality ............................................................... 27
Table 4.4 Outer loadings of the measurement model ............................................................. 28
Table 4.5 Fornel -Lacker’s criterion ....................................................................................... 29
Table 4.6 Cross-loadings ........................................................................................................ 30
Table 4.7 HTMT ratio ............................................................................................................. 31
Table 4.8 Hypothesis testing results ....................................................................................... 32 LIST OF FIGURES
Figure 3.1 Research model ..................................................................................................... 18
Figure 4.1 Research process ................................................................................................... 18 LIST OF ABBREVIATION ANOVA : Analysis of Variance AVE : Average Variance Extracted CMB : Common Method Bias e-WOM : e-Word of Mouth GCT : Generation Cohort Theory GDP : Gross domestic product HTMT : Heterotrait-Monotrait PLS-SEM :
The Partial Least Squares-Structural Equation Modeling TPB : Theory of Planned Behavior VECOM :
Vietnam E-Commerce Association WOM : Word of Mouth TABLE OF CONTENT
CHAPTER 1. INTRODUCTION ............................................................................................. 1
1.1. Background of the study ................................................................................................. 1
1.1.1. Online shopping overview in recent years (Covid-19) ............................................ 1
1.1.2. Online shopping in Vietnam .................................................................................... 3
1.1.3. iGen .......................................................................................................................... 4
1.1.4. Online shopping and iGen ........................................................................................ 5
1.2. Problem statement .......................................................................................................... 5
1.3. Research gaps, research questions, and objectives......................................................... 6
1.3.1. Research gaps ........................................................................................................... 6
1.3.2. Objectives ................................................................................................................. 7
1.3.3. Research questions ................................................................................................... 7
1.4. Scope of study ................................................................................................................ 7
1.5. Significant of study ......................................................................................................... 8
1.5.1. Theoretical contributions ......................................................................................... 8
1.5.2. Managerial contributions ......................................................................................... 8
1.5.3. Social contributions .................................................................................................. 8
CHAPTER 2. LITERATURE REVIEW .................................................................................. 9
2.1. E-review ......................................................................................................................... 9
2.2. Valence ......................................................................................................................... 13
2.3. Quantity of e-review ..................................................................................................... 13
2.4. Quality of e-review ....................................................................................................... 14
2.5. E-satisfaction ................................................................................................................ 15
2.6. Online shopping intention ............................................................................................ 16
CHAPTER 3. RESEARCH MODEL AND HYPOTHESES DEVELOPMENT .................. 17
3.1. E-review and E-satisfaction .......................................................................................... 17
3.2. E-satisfaction and Online Shopping Intention .............................................................. 17
3.3. Research proposal ......................................................................................................... 18
CHAPTER 4. RESEARCH METHODOLOGY .................................................................... 19
4.1. Research design ............................................................................................................ 19
4.2. Sampling method .......................................................................................................... 20
4.3. Sample size ................................................................................................................... 20
4.4. Questionnaire design .................................................................................................... 20
4.5. Research process .......................................................................................................... 23
4.6. Data analysis techniques............................................................................................... 24
4.7. Profile of respondents ................................................................................................... 25
4.8. Common method bias (CMB) ...................................................................................... 26
4.9. Assessing the outer measurement model ...................................................................... 26
CHAPTER 5. DISCUSSION AND IMPLICATION ............................................................. 33
5.1. Discussion ..................................................................................................................... 33
5.2. Implications .................................................................................................................. 35
5.2.1. Theoretical implications ......................................................................................... 35
5.2.2. Managerial implications ......................................................................................... 35
5.3. Conclusion and limitations ........................................................................................... 37
REFERENCES ....................................................................................................................... 39
APPENDICES ........................................................................................................................ 53
Questionnaire (English version) .......................................................................................... 53
Questionnaire (Vietnamese version) ................................................................................... 59 CHAPTER 1. INTRODUCTION 1.1. Background of the study
In the past, the practice of Word of Mouth (WOM) as the medium of reference is widely
practiced by customers. WOM has grown as a result of the development of the Internet,
enabling people to more quickly access the thoughts, views, assessments, and experiences of
others (Sen & Lerman, 2007). It consequently created more chances for acquiring and
disseminating product information. People no longer only utilize physical modes of
communication to exchange information; rather, they also use online forums, chat rooms,
blogs, online reviews, and newsgroups (Fei, 2011). However, there is now more information
than ever before that may affect and aid in customer decision-making.
In today's modern world, there is more advanced WOM that the customer can refer to
before making a purchasing decision known as e-Word of Mouth (e-WOM). eWOM is an
internet-based development in which the delivery of reviews takes place on the Internet
(Belarmino & Koh, 2018). The e-WOM is the electronic type of WOM that has more wide
coverage rather than WOM. The quick rise and widespread expansion of virtual communities
has given rise to a new sort of e-WOM, also known as e-review. According to research, e-
review is one of the most common and vital types of e-WOM. (Purnawirawan et al., 2012;
Sen & Lerman, 2007). Research from Nielsen revealed that 61% of customers read e-review
before making a purchase decision (Nielsen, 2012). It is also estimated that 69% of customers
place equal weight on e-reviews and personal recommendations (Myles Anderson, 2011).
Considering the significance of e-review, this study examines its impacts and the
relationship with e-satisfaction on the o
nline shopping intention of iGen.
1.1.1. Online shopping overview in recent years (Covid-19)
Online shopping is increasing day by day, characterized by strong customer demand
and the increasing type of available goods (Tolstoy et al., 2021). With the advancement of
modern technology, the online market is growing considerably. People nowadays prefer
online shopping because it saves time, energy, and money. Due to the blessing of the Internet
that online shopping has made its debut which also affects the common citizens for online
shopping (PermataBank, 2021). Online shopping is growing so fast that the global online 1
shopping market size nearly hit 4 tril ion in 2020. It is estimated that in 2023, eCommerce
retail purchases are expected to rise from 14.1% to 22% (Optinmonster, 2022).
Throughout history, disease outbreaks and pandemics have shaped politics, altered
societies, affected personal relationships, and changed world paradigms (Snowden, 2019). The
Coronavirus (Covid-19) pandemic has already heavily influenced the way we live. As
governments try to minimize the spread of the pandemic, several lockdown restrictions have
been imposed that directly affect the way people and businesses operate. One of the sudden
changes imposed by lockdowns is a higher use of various digital technologies such as internet-
based services for communicating, interacting, and working from home (De’ et al., 2020).
Customers have been more inclined to change their preferences and behavioral patterns such
as shifting to online shopping and alternative pickup and delivery options (De’ et al., 2020).
Due to the extraordinary containment measures, some customers for instance have had
to move to online shopping, home deliveries, or cashless payment, which they never
considered before (Pantano et al., 2020). The Covid-19 pandemic impacts the whole - e
commerce of the world. It has changed the nature of business. According to research, 52% of
customers avoiding to go brick and mortar shopping and crowded areas (Khan et al., 2020).
Furthermore, 36% avoiding brick and mortar shopping until they get the Covid-19 vaccine (Tibay, 2021). Covi -
d 19 pandemic affects differentl
y on different nature of products. It means
the impact of Covid-19 on several products is very high and on some products less impact
(Andrienko, 2020). People now avoid going out, keep their social distance, buy from home,
and work from home. The overall sale of e-commerce increases because of this virus such as
Walmart’s grocery e-commerce increased by 74% (Troy, 2020).
The emergence of special circumstances due to Covid-19 has created unique conditions
where users do not have the time to go through the usual decision-making process of
technology adoption, initial use, and post-adoptive use phases as defined by (Snowden, 2019).
Transitioning between various stages happens more rapidly and often under different levels
of social isolation, where customers do not have the same access to information resources
when making decisions (Raza et al., 2021). Therefore, a question arises about how and to what
extent e-review affects customers' online shopping intention. Moreover, it is important to 2
examine whether effectiveness also results in any new mechanisms affecting online shopping intention.
1.1.2. Online shopping in Vietnam
It has been more than two decades since the Internet started to have been used in
Vietnam. When Vietnam connected to the world in 2000, the Internet users was a smal figure,
just 0.3% of the population 2000. However, in 2014, according to the Vietnam Internet
Network Information Center, Vietnam ranks 18/20 countries with the largest number of
Internet users in the world, ranking eighth in Asia and ranking third in Southeast Asia with
31,302,752 Internet users as of Dec 2013, 35.53% of the population. Moreover, Vietnam is
among the countries with the most Internet users in the Asia Pacific region. As of January
2021, out of its population of over 96 mil ion people, the number of Internet users reached
approximately 69 mil ion (Statista, 2021). The number of Vietnam Internet users has increased
from 1.3% of the population in 2001 to 70.3% of the population in 2020 (Datacommons,
2020). Such an advantage of the Internet is very potential for the development of e-commerce services.
Developing in line with the popularity of the Internet, Vietnam's online shopping
market has become more vibrant. The growth rate of national e-commerce was higher than 32
percent in 2019 and is predicted to be over 30 percent this year (Vietnam E-Commerce
Association, 2020). Vietnam E-Commerce Association (VECOM) also predicted that our e-
commerce sales in 2019 wil increase to more than US$15 tril ion, up 10 percent in total GDP
in 2020 (Vietnam E-Commerce Association, 2020). Obviously, online shopping is becoming
more important in the Vietnam economy.
In Covid-19 current situation, it is understandable when customers accept to use online
shopping sites to limit exposure and cause the spread of the disease to the community, which
has made e-commerce significantly grow since 2020. The Covid-19 pandemic with limited
travel and crowdsourcing and therefore the level of health concerns changed customers'
buying habits and behaviors. The Deloitte survey shows that the pandemic has created a
powerful shift in the omnichannel shopping trend. People increase in-house consumption,
reduce shopping at traditional sales channels and increase the frequency of online transactions
on e-commerce platforms (Deloitte, 2020). Moreover, Vietnam has an e-commerce growth 3
rate in the top 3 in Southeast Asia. Trading activities on the e-commerce platforms are very
active, furthermore as extremely fast development (Baochinhphu, 2020). As shown in Table
1.1, as of the first quarter of 2022, five of the ten most successful Southeast Asian e-commerce
platforms operate in Vietnam – namely Shopee, Lazada, Tiki, Shein, and Sendo. In Vietnam,
Shopee occupies the biggest e-commerce platform with the number one spot in AppStore rank
and PlayStore rank, closely fol owed by Lazada, and Tiki.
Table 1.1 The Mapping of E-commerce in Vietnam
(Source: Iprice.vn, updated 16.05.2022) 1.1.3. iGen
iGen or Generation Z is the first generation to have grown up immersed in digital
communication (Reinikainen et al., 2020). They are the generation born between 1995 and the
beginning of the 2010s (Priporas et al., 2020). They are regarded as the most materialistic
(Flurry & Swimberghe, 2016), seek rapid gratification, and value brands' social media
connection (Vitelar, 2013). According to Apptus, some interesting statistics about iGen and
their online shopping habits can be listed with 77% have taken some form of action for a cause
they believe in, 23% have even boycotted a brand, 65% have purchased something based on 4
an influencer’s recommendations (Apptus, 2019). Moreover, iGen has a different view of
shopping and consumption than previous generations (Apptus, 2019).
More notably, according to an earlier study, 41% of iGen customers are impulse
shoppers, fol owed by 34% of Mil ennials and 32% of Generation X (Brewis, 2020). They
want the most recent products at a quicker rate. Therefore, firms must build marketing
strategies to meet the needs of this target demographic. They have less brand loyalty and are
more fashion-forward. As iGen has matured alongside the Internet, it has become customary
for individuals to seek inspiration through social media sites (Brewis, 2020). Additional y, this
customer has a growing ability to influence the purchasing decisions of their peers and family
members (Coray, 2019). These traits make it potential y valuable to investigate this
generation's online shopping intention.
1.1.4. Online shopping and iGen
iGen has been cal ed the most critical customer group until now, and they are the first
generation to spend their entire adolescence with a smartphone. This has had ripple effects
across many areas of their lives. As teens especial y, they spend their time differently from
any generation before them (Angie, 2017). They are the latest to enter the workforce and have
strong purchasing power. According to Influencer Marketing Hub, iGen represents the largest
generation of customers yet. Already, the generation has accounted for $29 bil ion in direct
spending with the number steadily increasing (Geyser, 2021). On a global scale, it is predicted
that iGen wil have a substantial impact on customer sales. Therefore, it is crucial to research
this potential y influential generation (Wolf, 2020). However, with a bigger demand for
higher-quality items and monitoring their spending more closely, brands have to try hard to
earn their place in iGen’s wallets. 1.2. Problem statement
Nowadays, online shopping is a phenomenon that is expanding quickly (Optinmonster,
2022). There are stil a lot of possibilities to investigate, as seen by this industry's exponential
growth. Online shopping is actual y becoming more and more popular with customers,
especial y iGen, thanks to how convenient it is. The ubiquity of e-review has increased
customer interest and desire while shopping online. Reading e-review now becomes one of 5
the indispensable parts when customers search for some products on the Internet, indicating
how vital e-review is in online shopping (J. Q. Zhang et al., 2010).
Populations can be classified into generations depending on age, according to the
Generation Cohort Theory (GCT). Previous GCT-based studies discovered considerable
disparities in the customer behavior of several generations, such as Baby Boomers and iGen
(Gilal et al., 2021). According to GCT, every generation that experiences identical political
and social events in their formative years wil eventual y come to hold the same values and
beliefs. However, little study has been done on the relationship between online shopping
intention and impulse e-reviews, which may provide some profound insights into this particular age group.
In addition, the purchasing power of iGen is growing which makes the understanding
of their behavior in online shopping becomes vital. Additional y, these customers are almost
always connected to the Internet, which makes them especial y predisposed to engaging in
online shopping. However, due to easy access to information needed for the analysis of the
offer and comparison of the products and services, their online shopping intention is more complex and hard to predict.
1.3. Research gaps, research questions, and objectives 1.3.1. Research gaps
Many studies around the world have researched e-review (Casaló et al., 2015; Y. Chen
et al., 2011; Zhu & Zhang, 2010). However, those studies just used e-review in general as an
independent variable, showing that there is a lack of subdivision of e-review into sub-
variables. As existing literature focused on e-review within a specific industry such as
restaurants (Smith et al., 2005), automobiles (Y. Chen et al., 2011), or movies (Schlosser,
2005); the role of e-review is rooted within that industry context and their influence as such
should be more understood in a wider context. It is, therefore, crucial to consider the role of
e-review in the whole context of online shopping, and this paper focuses on online shopping
in general. Moreover, the e-review topic was conducted mainly in developed countries like
the United States (Zhu & Zhang, 2010) or Spain (Casaló et al., 2015). Such research in
developing countries like Vietnam is extremely limited. Especial y, most of the studies used
ANOVA (Y. Chen et al., 2011) or T-test (Casaló et al., 2015) approach. There is hardly any 6
study that is conducted with the method using PLS-SEM. It is, indeed, vital for research on
the effects of e-review on online shopping intention of iGen in Vietnam with a newly
developed approach using PLS-SEM. 1.3.2. Objectives
Based on the problem statement in the previous section, this research aims to determine
and provide a thorough understanding of online shopping intention, with the fol owing objectives in mind:
- To determine the impact of e-review on online shopping intention throughout e- satisfaction
- To accomplish e-review and online shopping intention from iGen perspective in Vietnam
- To get a better understanding of e-review included sub-variables: valence, quantity, and quality of e-review 1.3.3. Research questions
To address these gaps and objectives above, this study wil answer the two below questions:
- Is there any relationship between e-review and online shopping intention through e- satisfaction?
- Which sub-variables of e-review (valence, quantity, and quality of e-review) impact
online shopping intention through e-satisfaction? 1.4. Scope of study
In accordance with the research objectives, the research was carried out in Ho Chi Minh
City, Vietnam. Ho Chi Minh City was chosen as a sampling location for a variety of reasons.
To begin with, Ho Chi Minh City is one of Vietnam's most economical y developed cities
(Vneconomy, 2022). Second, many iGen are studying and working here (Cong Doan, 2022).
Data for this study were gathered from Vietnamese customers with the prior online
shopping experiences. The research was primarily concerned with iGen (born between 1995-
2010) who has advantages in technology and online shopping using an online questionnaire
survey that can quickly reach focus groups and bring convenience and flexibility to the 7
participants. Furthermore, the sample size of this study is 222, which fits the requirements of the analytical method. 1.5. Significant of study
1.5.1. Theoretical contributions
This study il ustrates the effects of e-review with three e-review characteristics by
examining the theories and methods developed relating to e-review. In particular, it explores
the role of valence, quantity, and quality of e-review in influencing online shopping intention.
The first theoretical implication is that this study explores three attributes that have never been
combined before. This indicates that this study wil contribute new knowledge to the e-review
literature. Furthermore, this study adds to existing knowledge by addressing the mechanism
by which e-reviews influence users' online shopping intention.
1.5.2. Managerial contributions
This paper helps marketers to understand the impact of e-review on customers’ e-
satisfaction and how that affects their online shopping intention. This is important because the
more knowledge marketers have about customers' involvement in e-review, the more chances
they wil have to handle the way in which e-review affects customer online shopping intention.
Furthermore, the marketing department of e-commerce platforms wil benefit from this study
because they wil have more knowledge of the crucial elements of e-review content. As a
result, they can expect the study's findings. 1.5.3. Social contributions
By identifying how e-review affects customers’ online shopping intention, this study
helps customers and readers to recognize and appreciate their role and behavior in their online
shopping journey. Besides, this study wil investigate whether e-review has an important role
in online shopping intention compared with the situation where customers do not read e-
review when looking for an online product. 8 CHAPTER 2. LITERATURE REVIEW 2.1. E-review
E-review is feedback and recommendation from experienced customers about a certain
product or service on electronic commerce and online shopping sites that can persuade
potential buyers to make a purchase (Khammash, 2008). Previous research has found that e-
review is more persuasive than marketing content since customers have no strong interest and
are thus more self-reliant and trustworthy (Do-Hyung et al., 2007; Reimer & Benkenstein,
2016). Customers also often use this type of Internet data to compare different market options
and get advice on what to buy (Floh et al., 2013).
E-review has a dual role. It provides product information and then makes
recommendations from a customer's perspective (Lee et al., 2008). As an informant, it
provides user-oriented product information, including honest evaluations of the advantages
and weaknesses of a product. As a recommender, it shares opinions and experiences to help
other customers judge the quality of a product (Lee et al., 2008; D. H. Park et al., 2007).
Compared with the traditional review, e-review is fast, savable, and anonymous. It also
transcends time and space and can be received instantly (Hennig-Thurau et al., 2004). (D. J.
Kim et al., 2009) suggested that in the age of shopping on the online platform where customers
do not have chances to approach products or services directly, positive feedback from
experienced customers can build up confident expectations and trust for products or services
affecting purchasing intention (D. J. Kim et al., 2009). The importance of e-review has been
widely documented in the existing literature (Zhu & Zhang, 2006).
The role of e-review has been investigated in several industrie s (see Table 2.1 for the
list of selected papers across industries), showing how certain consumption practices are
affected. For instance, e-review seems to have an influential role in the entertainment and
media industry (Godes & Mayzlin, 2004), movies (Hennig-Thurau et al., 2015), online book
sales (Chevalier & Mayzlin, 2006), bath, fragrance, and beauty products (Moe et al., 2011),
video gaming (Frick & Kaimann, 2017; Zhu & Zhang, 2010) and in the hospitality industry
(e.g. Bigné et al., 2016; Fong et al., 2017; Tan et al., 2018). 9
However, as existing literature focused on e-review within a specific industry such as
restaurants (Smith et al., 2005), automobiles (Y. Chen et al., 2011), or movies (Schlosser,
2005); the role of e-review is rooted within that industry context and their influence as such
should be understood in light of said industry. It is therefore important to consider the role of
e-review in the whole context of online shopping, and this paper focuses on online shopping
in general. Moreover, this research topic was conducted mainly in developed countries like
United States (Zhu & Zhang, 2010) and Spain (Casaló et al., 2015). Such research in
developing countries like Vietnam is extremely limited. Especial y, most of the studies used
ANOVA (Y. Chen et al., 2011) or T-test (Casaló et al., 2015) approach. There is hardly any
study that is conducted with the method using PLS-SEM. It is, indeed, vital for research on
the effects of e-review on online shopping intention of iGen in Vietnam with a newly
developed approach using PLS-SEM.
In addition, previous research shows that customer e-review influence product sales in
certain industries such as books, restaurants, and technology products (e.g. Chevalier &
Mayzlin, 2006; Frick & Kaimann, 2017; Moe et al., 2011; L. Zhang et al., 2013). E-review
has also been known to influence the formation of customers' trust, particularly the
competence dimension of trust judgments (Stouthuysen et al., 2018). Moreover, e-review also
influenced customers’ willingness to pay in varying degrees (Wu & Wu, 2016) and also
positively influence their offline purchase intentions (Flavián et al., 2016) and online
purchases such as software downloads (Frick & Kaimann, 2017). As a result, e-review plays
an increasingly significant role in customers’ online shopping decisions (Duan et al., 2008).
The present literature has a limitation that there is little literature on the effect on e-
review attitude and online shopping intention. Researchers have already explored various
variables, but little research has been conducted on the fundamental e-review features. This
missing piece leads to the study's e-review elements: valence, quantity, and quality. It is
recognized that these e-review components are crucial. C. M. K. Cheung & Thadani (2012)
highlighted valence as one of the key factors influencing response. The quantity of e-review
is the number of comments from reviewers about a specific product or service (Davis &
Khazanchi, 2008). The quality of an e-review is based on how useful and relevant the e-review
is in helping the buyer decide what to buy (Connors et al., 2011; Y. Li et al., 2013). However, 10