The Effect of Electronic Word of Mouth (eWOM) on Purchase Intention on Korean Cosmetic Products in the Mongolian Market

Abstract

This paper attempted to identify the influence of Electronic Mouth of Word on intention to purchase Korean cosmetic products in the context of Mongolian consumers, taking under consideration the quality, quantity, and credibility of eWOM. 321 respondents were randomly chosen in Mongolia. Descriptive analysis, factor analysis, and regression analysis were conducted using SPSS version 24.0. The findings indicate that in terms of Mongolian consumers’ perceptions, eWOM quality and credibility for Korean cosmetic products demonstrate a significant influence on Mongolian consumers’ purchase intentions. However, eWOM quantity for Korean cosmetic products among Mongolian consumers has no significant influence on purchase intention for Korean cosmetic products. The implication of the study is that it is the first to investigate the extent of the influence of eWOM on Mongolian consumer’s intention to purchase Korean products. The results may help to provide a new approach for companies in strategic planning, and thereby promote their competitive ability.

Keywords: eWOM credibility, eWOM quality, eWOM quantity, purchase intention

JEL Classification: C12, C52, F10