The adoption of e-Word of mouth and brand trust in Vietnam tourism

Abstract

Based on theories of information adoption and brand, this paperexplores the factors affecting the electric Word-of-Mouth (e-WOM) adoption. The relationship between this information adoption with the brand image and brand trust is also investigated. Data was collected from 272 tourists in HCM, Nha Trang, Da Nang and Hanoi. The results showed that relevance, accuracy and source credibility are the three factors that have influenced e-WOM adoption. The positive consequence of this information adoption is the enhanced image and trust of recommended brand. Another finding is that brand image plays an important role in the relationship between e-WOM adoption and brand trust

Keywords

• truyền miệng điện tử
• sự chấp nhận thông tin
• hình ảnh thương hiệu
• niềm tin thương hiệu
• du lịch việt nam