International Journal of Social Science and Human Behavior Study
Author(s) : DINH LUAN, NGUYEN, TRAN LE, NGUYEN, VAN KIEN, PHAM
This paper aims at modeling the repurchase intention (RI) via three factors namely Word of mouth (WOM), Perceived price (PP), and Country of origin (COO). We also attempt to examine the mediating role of WOM in the relationships among PP, COO and PI. We use the case of Vietnamese consumers to see their repurchase intention toward Korean cosmetics. Methodology In order to complete the proposed purpose, this paper collects the primary data from Vietnamese consumers who have been using cosmetic products made in Korea. The collected data is processed by Structural Equation Modeling (SEM) approach with the aid of SPSS and AMOS software. Findings the results show that WOM plays the role of a mediator very well in the relationships among PP, COO, and PI. Particularly, without WOM COO does not indicate any influence on PI while PP presents some small effects. Therefore, WOM fully mediates the relationship between COO and RI, while partially mediates the relationship between PP and RI. Practical implications The study's findings become a very good reference for marketers to understand the important role of WOM in Vietnam in the cosmetic industry. Therefore, this paper provides some significant implications for those who are doing marketing in the countries with a strong social relation like Vietnam. Originality/value WOM have been widely agreed as a crucial tool for Marketing, especially in the country like Vietnam. Thus, overtime there have been many attentions paid to the role of WOM. However, very few of them examine the mediating role of WOM under the relationships among PP, COO, and PI. This electronic document is a live-template. The various components of your paper [title, text, heads, etc.] are already defined on the style sheet, as illustrated by the portions given in this document.