FACTORS INFLUENCE INTENTION TO BUY SMARTPHONE: THE ROLE OF E-WOM

The research explores and measures the factors that affect the intention to purchase the smartphone in Ho Chi Minh City. The authors send the online survey questionnaires and collected 246 valid respondents. The research uses Exploratory Factor Analysis (EFA) to explore the scale of the factors that influence the intention to buy a smartphone. Besides, the result from the multiple regression shows that the aesthetic, price, brand, product feature, social influence, and Electronic-Word-ofmouth are a positive effect on the intention to purchase a smartphone. E-WOM has the most significant impact on buying intention, while the price has the least impact. What is more, the research suggests some recommendations to businesses to attract more customers to purchase smartphones.