Effect of electronic word-of-mouth for low-cost airlines on brand image and purchase intention: The perspective of gender differences

Abstract

This study is to examine the impact of electronic word-of-mouth (EWOM) for airlines on the purchase intention through Brand Image, coupled with the moderating effect of gender in the relationship. Structural equation modeling was applied to examine the interplay between the proposed variables, using a random sample of 188 passengers of low-cost airlines in Vietnam. The results revealed that eWOM factors positively and significantly affect Brand image and the impact is more significant with females than males. Both eWOM and Brand Image influence Purchase Intention, and the impact is the same for both genders. The relationship between eWOM factors and Purchase intention is mediated by Brand image. This research has practical implications in that it can provide the basic data necessary to help Airlines managers establish an efficient online communication strategy for airline electronic word-of-mouth.

Keywords

• hàng không giá rẻ, hình ảnh thương hiệu
• giới tính
• truyền miệng điện tử
• ý định mua