The impact of electronic word-of-mouth on brand image and ticket purchase intention for metro as a sustainable urban transport solution: Evidence from Ho Chi Minh City, Vietnam

This study examines the impact of electronic word-of-mouth (eWOM) on brand image (BI) and ticket purchase intention (PI) for the metro system as a sustainable urban transport initiative in Ho Chi Minh City, Vietnam. Data were collected from 425 valid responses of young working adults aged 15-30 and analyzed using SPSS 26.0 and SmartPLS 4.0. The structural model results show that all four dimensions of eWOM–credibility, quantity, quality, and usefulness–positively influence both BI and PI (p < 0.05). BI also exerts a significant positive effect on PI (β = 0.287, p < 0.001) and mediates the indirect relationships between eWOM components and PI (β ranging from 0.052 to 0.069, all p < 0.05). The model explains 38.2% of the variance in BI (R² = 0.382) and 57.1% in PI (R² = 0.571). Although most effect sizes are weak, the strongest predictors–quality, credibility, and BI–play essential roles in shaping consumer perceptions and behavioral intentions. The findings highlight the strategic importance of managing eWOM to strengthen BI and foster metro adoption, offering practical implications for policymakers and transport authorities in promoting sustainable urban mobility.