E-WOM, BRAND TRUST, BRAND LOYALTY: A STUDY ON SHOPEE IN THE E-COMMERCE BUSINESS SECTOR IN VIETNAM
Doan, Chi (2019)
Doan, Chi
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019112021654
https://urn.fi/URN:NBN:fi:amk-2019112021654
Tiivistelmä
The research aims at investigating the relationship among three factors consisting of e-WOM, brand trust, and brand loyalty, especially in E-commerce business sector. To be more specific, the research took Shopee (in Vietnam) as a case study due to its success in driving consumers with the strategies focusing on e-WOM. Furthermore, the research points out the long-term profit of e-WOM. Accordingly, brand trust and brand loyalty are built up within the online community.
The researcher applied the quantitative research method using SPSS on a sample of 138 respond-ents who age from 19 to 29, at the same time, they have repurchasing pattern on Shopee. The data was collected with a specifically created online survey questionnaires, including general in-formation of respondents, accordingly, respondents’ opinions towards e-WOM, brand trust and, brand loyalty on a Likert-scale from 1 to 5. In addition, Cronbach’s α test was implemented to assess the consistency of constructs. Finally, linear regression analysis was applied to the dependent variable and the independent variable to test the hypotheses.
In the research, the hypotheses were tested and resulted in the significant positive impact among the factors: e-WOM on brand loyalty, brand trust on brand loyalty, e-WOM and brand trust on brand loyalty, and, brand loyalty on e-WOM. Besides, the research indicates the recommendation for businesses in the online context, especially those in E-commerce business sector starting from scratch and seeking for long-term profit.
The researcher applied the quantitative research method using SPSS on a sample of 138 respond-ents who age from 19 to 29, at the same time, they have repurchasing pattern on Shopee. The data was collected with a specifically created online survey questionnaires, including general in-formation of respondents, accordingly, respondents’ opinions towards e-WOM, brand trust and, brand loyalty on a Likert-scale from 1 to 5. In addition, Cronbach’s α test was implemented to assess the consistency of constructs. Finally, linear regression analysis was applied to the dependent variable and the independent variable to test the hypotheses.
In the research, the hypotheses were tested and resulted in the significant positive impact among the factors: e-WOM on brand loyalty, brand trust on brand loyalty, e-WOM and brand trust on brand loyalty, and, brand loyalty on e-WOM. Besides, the research indicates the recommendation for businesses in the online context, especially those in E-commerce business sector starting from scratch and seeking for long-term profit.