Purpose: The aim of this study is to investigate the impact of e-review on iGen's propensity to purchase online. Especially, it can be better understood by dissecting the relationship among 3 variables of e-review (review valence, quantity of e-review and quality of e-review), e-satisfaction, and intention to buy.

Theoretical framework: This study classifies e-reviews according to their valence, quantity, and quality based on the study of Khammash (2008).

Design/methodology/approach: The PLS-SEM method was used to analyze data collected from online surveys administered to a sample of 222 iGen in Ho Chi Minh City to assess the hypotheses behind the study. Additionally, the Artificial Neural Network technique was used to separate SEM predictors that were relatively important.

Findings: There are three results from the investigation: It has been found that (1) e-satisfaction is positively affected by valence,(2) e-satisfaction is generally increased with the high quality of e-review, but the quantity of e-review does not necessarily affect customers'e-satisfaction, and (3) e-satisfaction given in the context of an e-commerce platform has a strong effect on customers' online shopping intention. This study sheds new light on iGen's online buying habits and offers valuable management implications for iGen, online merchants, and e-commerce sites.