ELECTRONIC WORD OF MOUTH AND CUSTOMERS’ PURCHASE INTENTION OF SAMSUNG FOLDABLE SMARTPHONE
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Abstract
This research aimed to examine the impacts of electronic word-of-mouth (eWOM) and customers’ purchase intention of Samsung foldable smartphones. This research sample consisted of 200 consumers interested in Samsung foldable smartphones and who had watched information or reviews about Samsung foldable smartphones in electronic videos such as YouTube, TikTok, Facebook, or other social media. The statistics for data analysis included percentage, mean, and standard deviation. The hypothesis was tested by Structural equation modeling (SEM) with AMOS. The opinions of electronic word-of-mouth on the Information usefulness of the eWOM at an excellent level, Information Quality, Information credibility, Needs of information, and Information acceptance of the eWOM at a good level. The structural equation model of electronic word-of-mouth had the goodness-of-fit indices, showing that the model fitted the data quite well: χ2 = 131.490, d.f. = 130, χ2/ d.f. = 1.011, p-value = 0.447, GFI = 0.944, AGFI = 0.901, NFI = 0.952, CFI = 0.999, RMR = 0.075, and RMSEA = 0.008. The results of the hypothesis testing were as follows: Information Quality, Information credibility, Needs of information, Information usefulness of the eWOM, and Information acceptance of the eWOM influencing customers’ purchase intention of Samsung foldable smartphones with a statistical significance of 0.05 and could be explained by 16.9 %.
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