Re-Examining A Relationship of E-Wom, Perceived Risk and Trust on Online Customer Purchase Intention: A Case of Technology Products in Vietnam

This paper tends to research on the impact of e-wom (electronic word of mouth), perceived risk and trust on customer's purchase decision of technology products. In recent years, e-wom is getting the attention of many researchers while customers make their online purchase. The results shows that e-wom is quite important in the persuasive approach and gives the recommendation to buying product/service and change the purchase behavior of customer. In cases of technology products (such as laptop, ipad, camera, notebook...), customers are influenced much by e-wom and will give their decisions that are based on e-wom. However, customers will check the information at professional website and well-trusted websites because they prefer interactive personal activities. This is quite useful information for decision maker and technology marketing people, and they can use the website and invest more money online for promote their products/services. Besides this, the result also shows that the important component of technology purchasing intention is based on one's personal and own experience. Other factors will less impact such as information search, expertise referral and professional website.