THE IMPACT OF ELECTRONIC WORD-OF-MOUTH (eWOM) ON PURCHASE BEHAVIOR FOR FUNCTIONAL BEVERAGES: CASE STUDY OF PROBI YOGURT DRINK FROM VINAMILK VIETNAM

This study investigates how electronic word-of-mouth influences consumer purchase behavior in Vietnam’s functional beverage market, using the extended Theory of Planned Behavior (TPB) as the research framework. Focusing on Generation Z consumers, the research uses Probi Yogurt Drink as a representative product to examine how electronic word-of-mouth and psychological factors—including Attitude, Subjective Norms, Perceived Behavioral Control, and Health Consciousness—shape Purchase Intention and Actual Purchase. Price Consciousness is incorporated as a moderating variable between intention and behavior. A quantitative survey was conducted with 310 Generation Z respondents in Ho Chi Minh City, all of whom had previous experience purchasing Probi Yogurt Drink. Data were collected through online platforms and analyzed using SPSS and SmartPLS with Confirmatory Factor Analysis and Structural Equation Modeling. The findings indicate that electronic word-of-mouth strongly affects Attitude, Subjective Norms, Perceived Behavioral Control, and Health Consciousness. Subjective Norms and Health Consciousness were the strongest drivers of Purchase Intention, which in turn significantly predicted Actual Purchase. Price Consciousness further strengthened this link for price-sensitive consumers. In contrast, Attitude and Health Consciousness showed no indirect effects on Actual Purchase, suggesting that internal motivations alone may not lead to action without external cues. These results offer practical guidance for engaging Generation Z consumers and future research.