Factors Affecting Electronic Word-of-Mouth (E-WOM) Usage on the Customer Purchase Intention: An Investigation on Beauty Market
YI HSU, NADA NGAMNATE

Abstract
The purpose of this study is to understand which factors influence on using E-Word of mouth (E-WOM) in purchase intention towards beauty products. The data was collected from 299 respondents in Thailand and Taiwan and was analyzed by confirmatory factor analysis in LISREL 8.8. The result of the model testing indicated that expertise and experience of the source do not influence on E-WOM usage. Conversely, trustworthiness, attractiveness, similarity, and familiarity of the source significantly influence on E-WOM usage. Implications for beauty industry firms and suggestions for future study are provided.

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