http://www.iaeme.com/IJM/index.asp 953 editor@iaeme.com International Journal of Management (IJM) Volume 11, Issue 7, July 2020, pp. 953-961, Article ID: IJM_11_07_083 Available online at http://www.iaeme.com/IJM/issues.asp?JType=IJM&VType=11&IType=7 ISSN Print: 0976-6502 and ISSN Online: 0976-6510 DOI: 10.34218/IJM.11.7.2020.083 © IAEME Publication Scopus Indexed FACTORS INFLUENCE INTENTION TO BUY SMARTPHONE: THE ROLE OF E-WOM Nguyen Thi Huong LY Faculty of Commerce and Tourism, Industrial University of Ho Chi Minh City, 12 Nguyen Van Bao street, Ward 4, Go Vap district, Vietnam Phuong Viet LE-HOANG Graduate School, Ho Chi Minh City Open University, 97 Vo Van Tan street, Ward 6, District 3, Vietnam ABSTRACT 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-of- mouth 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. Key words: Aesthetic; Price; Brand; Product feature; Social influence; Electronic- Word-of-mouth. Cite this Article: Nguyen Thi Huong LY and Phuong Viet Le-Hoang, Factors Influence Intention to Buy Smartphone: The Role of E-Wom, International Journal of Management, 11(7), 2020, pp. 953-961. http://www.iaeme.com/IJM/issues.asp?JType=IJM&VType=11&IType=7 1. INTRODUCTION Today, technology 4.0 has become a robust development; technology devices are increasingly advanced; especially smartphones. The smartphone has outstanding features and is a miniature personal computer; it can help people use features such as making calls, taking pictures, checking emails, researching and referencing documents, connecting to the Internet for entertainment, etc. Therefore, owning a Smartphone to serve daily needs in life is a necessity. According to Kaushal and Kumar (2016), social influences and compatibility factors significantly influence the intention of buying a smartphone. Meanwhile, research on Chinese