The Effect of Electronic Word of Mouth on Attitude towards Life Insurance: A Study for Hanoi

This study aims to evaluate and investigate the aspects of electronic word of mouth, including both positive and negative, on customers' attitudes toward life insurance at present. The research was conducted through a small-scale online convenience sampling survey with 148 customers. Data collected from the study was processed using SPSS analysis software. This study uses statistical tools such as Cronbach's alpha, factor analysis, and correlation analysis. Research results have shown that negative electronic word-of-mouth information has a more substantial negative impact on the attitude to participate in life insurance than the positive impact of positive word-of-mouth.