The influence of electronic word-of-mouth on purchase intentions on TikTok Shop: The mediating role of young consumers’ attitudes in Da Nang

This study investigates the impact of electronic word-of-mouth (eWOM) on online attitudes and purchase intentions among young consumers in Da Nang. Quantitative data were collected from 796 valid respondents aged 18 to 30 using a seven-point Likert scale and analyzed through partial least squares structural equation modeling (PLS-SEM) with SmartPLS 4. The findings reveal that all three dimensions of eWOM exert significant positive effects on consumers’ attitudes toward online purchasing, with credibility demonstrating the strongest influence (β = 0.65). In turn, attitude has a significant positive effect on purchase intention (β = 0.15, p < 0.001). Furthermore, attitude serves as a mediating variable in the relationship between eWOM and purchase intention. The results underscore the importance of enhancing the authenticity, transparency, and perceived quality of online reviews to foster favorable consumer attitudes and increase conversion rates.