Author(s): Pham Hung Cuong
This study analyzes the factors that influence electronic Word-Of-Mouth (e-WOM) on online consumer goods purchase behavior: Evidence from Vietnam. Developed on previous quantitative and statistical findings, the theoretical model and assumptions for the study were developed. To retrieve raw data, a sample was conducted with 380 participants. The study concepts were tested using multiple correlation and path evaluation. As a response, customer experience, relative value, confidence, and attachment to the company had a significant and significant impact on e-WOM and brand recognition. Also, the findings showed that confidence in e-WOM implicitly influenced brand awareness. Business entities in the consumer retail sector should instead pay close attention to the important functions of these variables to determine and react to the expectations and standards of consumers.