Factors influencing eWOM review adoption: An empirical evidence from Vietnam tourism website

Abstract

Based on the cognition-affection-behaviour model, this study investigates the effects of tie strength, homophily, source trustworthiness, and source expertise on e-WOM credibility (EWC), which in turn affects the attitude toward the product (ATP), the attitude toward the website (ATW), and the adoption of eWOM review (ERA). The study sample includes 527 travellers who purchased a full trip via the Viet travel website. This study used Structural Equation Modelling (SEM) to assess the suggested model, demonstrating a good fit. The findings show that tie strength, homophily, source trustworthiness, and source knowledge all have a substantial and favourable influence on EWC. Furthermore, homophily has a considerable and favourable influence on the source's strength and trustworthiness. The findings also show that EWC has a substantial and favourable influence on ATP, ATW, and ERA. This research adds to the literature by including several viewpoints and aspects from informational and interpersonal drivers. Furthermore, this research argues that these variables influence ERA via EWC and dual mind-sets (ATP and ATW).