Paper Asia | 2026
Authors: Giang N.T.P.; Tan T.D.; Thi P.N.A.
DOI: 10.59953/paperasia.v42i1b.659
Journal: Paper Asia
Year: 2026
Publisher: IPMEDIA SDN BHD
Document Type: Article
Open Access: All Open Access; Gold Open Access
Cited by: 0
In the rapidly growing e-commerce landscape, particularly in the fashion industry, where consumers cannot physically experience products, the lack of trust in online reviews and the potential risk of misinformation have become critical concerns that directly affect purchase intentions. However, most prior studies have primarily examined electronic word-of-mouth (eWOM) in general contexts without clarifying the mediating role of trust in online fashion shopping in Vietnam, a fast-growing market that continues to face significant challenges related to the authenticity of online reviews. This research gap highlights the urgent need to investigate the role of trust in shaping the influence of eWOM on online consumer behavior. Accordingly, this study investigates the impact of trust in e-WOM on consumers’ purchase intention within the fashion industry on e-commerce platforms in Ho Chi Minh City, where online reviews carry substantial weight due to consumers’ inability to physically evaluate products. The study employed a qualitative approach by collecting secondary data from scientific publications, academic books, and market analysis reports, while also conducting preliminary interviews to refine the conceptual model and measurement scales. The research employed a quantitative approach using an online survey with a five-point Likert scale to collect responses from 502 consumers in Ho Chi Minh City. The proposed model incorporates five independent variables (information quality, perceived usefulness, eWOM, perceived risk, and subjective norms), one mediating variable (trust), and one dependent variable (purchase intention). The data were analyzed using Partial Least Squares Structural Equation Modeling in SmartPLS software. The findings reveal that trust serves as a crucial mediating factor in the relationship between e-WOM and purchase intention. Information quality and perceived usefulness were found to positively influence trust, while perceived risk negatively affected both trust and purchase intention. Theoretically, this study contributes by integrating the Technology Acceptance Model (TAM), the Theory of Planned Behavior (TPB), the Unified Theory of Acceptance and Use of Technology (UTAUT), and the Electronic Consumer Acceptance Model (e-CAM) to deepen understanding of the mediating role of trust while providing empirical evidence within Vietnam’s online fashion industry. The findings enhance understanding of consumer behavior in the online fashion market and offer practical insights for e-commerce platforms seeking to build trust, improve customer feedback systems, and strengthen purchase intentions. © 2026, IPMEDIA SDN BHD. All rights reserved.
E-commerce platforms; Electronic word-of-mouth; Fashion industry; Purchase intention; Trust