Consumer Engagement with Electronic Word-of-Mouth in Online Retailing: Evidence From Da Nang, Vietnam

The rapid expansion of Internet technologies and Web 2.0 platforms has transformed consumer information search and sharing behaviors in online environments. Electronic word-of-mouth (eWOM) has emerged as a key source of consumer-generated information that strongly influences perceptions and decision-making in online retailing. Although prior research has extensively examined its effects, less attention has been given to how consumers engage with eWOM in terms of content forms, usage patterns, and information channels, particularly in emerging markets. This study addresses this gap by providing a descriptive analysis of consumer engagement with eWOM in online retailing. It examines the types of eWOM content consumers create and consume, the main channels used to access eWOM, and consumer attitudes toward eWOM based on perceived usefulness, attractiveness, and ease of engagement. A quantitative survey was conducted with online retail consumers in Da Nang, Vietnam. Findings reveal distinct behavioral patterns in eWOM usage, including differences in engagement time, preferred content formats, and dominant platforms, alongside generally positive consumer evaluations of eWOM’s informational value in purchase decisions.