| Summary: | 碩士 === 南華大學 === 企業管理學系管理科學碩博士班 === 106 === Today's online social media not only affects people's lifestyle, change people's buying behavior, consumers do not directly go to the store to buy the product instead buy products through online. Social media has become the most important communication channel between manufacturers and consumers. In this study, we analyzed how social media affected the purchase of cosmetics by women in Vietnam. The research framework is based on variables such as internet word-of-mouth, entertainment, interaction, community trust, knowledge sharing, social media effect, social identity and so on. This study further examines the level of credibility of information source impacts on Vietnamese women by social media influence for online purchase cosmetic behavior. A total of 257 valid questionnaires were collected and using Partial Least Squares (PLS) to analyze. The empirical results of this study found that the effect of social media would be positively influenced by online word-of-mouth, in addition, as higher of social media effect as much of the willingness of consumers to share knowledge. Group trust and community identity have a positive impact on consumers' intention to purchase. The credibility of resource sources has a regulatory effect on the relationship between online word of mouth, interactivity, entertainment and social media effects.
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