Authors - Nguyen Quoc Cuong, Nguyen Ha, Mai Thi Bich Ngọc Abstract - The proliferation of short-form video platforms has reshaped consumer decision-making, yet how electronic word of mouth (eWOM) attributes influence Generation Z fashion shopping intention in emerging markets remains underexplored. Grounded in the Information Adoption Model (IAM) and Attitude–Intention framework, this study examines the impact of TikTok-based eWOM on fashion shopping intention among Vietnamese Generation Z consumers. Using PLS-SEM analysis of 263 valid survey responses, results reveal that eWOM Information Quality and Credibility significantly predict Attitude toward eWOM, while Information Usefulness is the strongest predictor of eWOM Adoption; Information Quantity exerts a positive but weaker effect. Both Attitude and Adoption significantly influence Fashion Shopping Intention, with Attitude as the dominant predictor, and mediation analysis confirms their roles as key intervening mechanisms. These findings extend the IAM to short-form video and social commerce contexts, demonstrating that Generation Z engages in evaluative, quality-oriented content processing rather than responding passively to volume. Practically, results offer actionable guidance for fashion marketers to prioritize authentic, credible, and informative eWOM strategies on TikTok.
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