| Summary: | 碩士 === 靜宜大學 === 寰宇管理碩士學位學程 === 106 === As technology advances grow strong development the influence of information media on the community is more powerful. Especial the impact of eWOM on consumer purchase intention due to the consumer is easier getting the product information and even the reality recommendations from former consumers. However, the influence level and factors might differ from different category products (tangible and intangible products). Thus, the main purpose of this study is to examine, via eWOM, the determinants impact on Vietnamese consumer purchase intention and looking for if there are any the difference of those factors between the tangible and intangible products. The result showed the influence of eWOM on Vietnamese consumer purchase intention as well as provided some of the recommendations to reduce the potential risk for the consumer in future and some suggestions to marketers for understanding and meeting their potential consumers' needs. Furthermore, it complements and reduces the gap in the research literature on the influence of eWOM.
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