MINISTRY OF EDUCATION AND TRAINING
LAC HONG UNIVERSITY

DINH HUNG

A RESEARCH ON DETERMINANTS INFLUENCING
THE ACCEPTANCE OF ELECTRONIC WORD OF
MOUTH OF CONSUMERS IN HO CHI MINH CITY

Major: Business Administration
Code : 9340101

DISSERTATION SUMMARY

DONG NAI - 2020


This dissertation is completed at LAC HONG UNIVERSITY

1. Science Supervisor: Assoc. Prof. DOAN THANH HA

Reviewer 1: .........................................................................................................
Reviewer 2: .........................................................................................................
Reviewer 3: .........................................................................................................

The dissertation will be defended at Lac Hong University
At ………………………, date …………………………….

The dissertation can be found at the library:
- Library of Lac Hong University
- National library

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CHAPTER 1 – RESEARCH OVERVIEW
1.1 THE REASONS FOR CHOOSING THIS TOPIC
In the process of making buying decision, the source of information that consumers often use is consulting
from relatives or friends (Hennig-Thurau et al., 2004). The direct way of communication to consult on goods is called
traditional word-of-mouth (WOM). WOM is seen as a reference channel for goods of value to consumers and they
believe in this source of information rather than information from advertising. WOM information is usually only spread
in a small group and has a narrow scope of influence. In WOM communication, the form of communication is face to
face interaction and the source of information is relatives or friends, so consumers can easily accept WOM information.
Previous studies have shown a relate between purchase intent and WOM information acceptance (Glynn Mangold,
Miller & Brockway, 1999; Allsop, Bassett & Hoskins, 2007).
The statistics around the world show that before buying, consumers view information related to goods on
average at 10.4 different sources; 92% of consumers read reviews of goods before making a purchase; 63% of
consumers buy from websites that have additional user reviews; Consumer goods reviews have 12 times more
confidence than product descriptions provided by the producer (Charlton, 2015). In Southeast Asia, on average, 88% of
consumers place the greatest trust in recommendations from family and friends. In Vietnam, this figure is a bit larger, at
89%, in addition, about 70% believe in eWOM information circulated online (Nielsen, 2015).
Compared to WOM, eWOM is easier to spread and has a much larger influence, due to the above The Internet
allows people to send eWOM information online in various forms and at low cost. However, different from WOM,
eWOM information is generated and spread by anyone and therefore consumers need other grounds for acceptance.
receive eWOM information (Cheung & Thadani, 2010). Previous studies on the issue of Electronic Oral Transmission eWOM shows that the Acceptance of eWOM information is the most important factor affecting the intention of
purchasing goods of Consumers (Duhan, D. Johnson, S. Wilcox, 1997; Li & Zhan, 2011; Fan et al. , 2013). Therefore,
the research Factors affecting the acceptance of eWOM information are increasingly urgent need.
In essence, eWOM information is non-commercial advertising information and therefore the communication
eWOM is the process of convincing recipients of eWOM information to believe in and use eWOM to support the
decision-making process purchase of goods (Babić Rosario et al., 2016). In addition, according to research by
Greenwald (1968) shows that there are relationship between the acceptance of informational content and persuasion

through communication. Effectiveness of thecommunicative persuasion can be measured by the acceptability of the
information content.
Due to the easily-generated and contagious nature of eWOM information, consumers may encounter the
information overload effect when referencing too much information eWOM. However, there is little research on the
effects of the information overload to eWOM information acceptance (Luo et al., 2013). A consequence of information
overload is that the consumer may rely on other signals of eWOM information rather than on the content of the eWOM
information in reference - it could be ratings or consumer consensus of a certain commodity review. Information about
ratings or consensus reflects the influence aspect of eWOM (Cheung et al., 2009; Chou, Wang & Tang, 2015).
On the other hand, due to the high persuasion of eWOM information, market makers are inclined to using fake
eWOM information (called fake eWOM) makes consumers mistakenly refer to it aseWOM information is generated by
a particular consumer. The presence of fake eWOM information increases the exposure skepticism and reduce
consumer confidence when consulting eWOM information before making a purchase. So how consumers react to
eWOM information when they suspect it is a fake eWOM information? Will they accept receive fake eWOM
information if the content of this information is sometimes high quality? However, there is little research available on
the effect of eWOM information skepticism on the adoption of eWOM information (Sher & Lee, 2009).


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Studies on eWOM information in Vietnam often focus on examining the effect of eWOM comes to purchase
intent, purchase decision or brand image (Vo & Ky, 2015; Le, 2017; Anh, 2018; Nam & Giao, 2019; Khoa, 2019).
Studies on eWOM's information acceptance only consider the effects of the acceptance of eWOM information to
purchase intent (Chi & Nghiem, 2018; Tuan, 2020), to brand trust (Thao & Tam, 2017).
According to the author's understanding, in Vietnam, there is no research on the factors affecting information
acceptance eWOM takes into consideration the effects of information overload, the influence of society and the
skeptical of accepting eWOM information. With the aim of evaluating the current research on the problem acceptance
eWOM information to fill gaps in research, contribute to new knowledge, the author chooses the topic “A Research on
Determinants Influencing the Acceptance of Electronic Word of Mouth of Consumers in Ho Chi Minh City” is a
research topic for our thesis.
1.2 LITERATURE REVIEW
The review of the empirical studies of the thesis will review the studies applying the Information Adoption

Model - IAM. Research on IAM often appears in the documents one of the following three kind of forms:
-

Using the original Information Adoption Model – IAM.

-

Editing the IAM model (for example adding Moderator variables, changing the causal variables within

original IAM model).
-

Building integrated models (combined with other theories or models).

Also, there has been only a handful of studies on skepticism about eWOM, for example researchs of Sher &
Lee, (2009); Wang & Chien (2012).
1.2.1 Studies applied the original IAM Model
1.2.2 Studies modified the IAM Model
1.2.3 Studies integrated the IAM Model with other theories or models.
1.2.4 Studies on skepticism.
1.2.5 General comments on related studies.
1.2.6 Identifying research opportunities on the issue of accepting eWOM information
As Internet-based interactive systems developed, so did the problem of online communication. However,
previous studies on information acceptance have not underestimated the impact of social networks to the consumer's
acceptance of information and thus does not fully reflect the influencing factors.
In addition, according to the author's understanding so far, there are not many studies on the behavior of users
when information overloaded – the situation of users accessing too much eWOM information so they can be affected
by information overload - the incoming information volume is much larger than the user can process/receive. In that
situation, the user has difficulty in processing information to make a purchase decision because there are too many
selectively, this could lead to them ignoring useful information and only processing/reading low-quality information

and reducing the usefulness of the eWOM information, as a result consumers are more likely to make buying decisions
not as optimal as expected.
In addition to the positive element of generating eWOM information for users, abuse this information can have
negative effects. Specifically, companies may themselves generate fake eWOM credentials for promotion encourage
users to buy goods and when discovered, the goods can be boycotted or not as reliable as before. However, there are
not many studies investigating the factors related to the existence of fake eWOM information. Therefore, the
dissertation will focus on understanding these factors to add to knowledge about the cause accept eWOM information.
Thereby, understand to the understanding of the consumer buying behavior to support businesses effectively implement


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online marketing. Therefore, the content in the next section is about these aspects are underestimated and suggest a
model that might reflect better.
1.3 RESEARCH QUESTIONS
Through the results of the literature review, the author found that previous studies on eWOM in Vietnam have
not has research and evaluation of factors related to the existence of fake eWOM information (Fake eWOM); the fake
eWOM can increase consumer skepticism about this kind of useful information and if businesses abuse this kind of
information, consumers will no longer believe in real eWOM information. So, the thesis will focus on researching
factors related to skepticism in order to supplement general understanding why do consumers accept eWOM
information, the proposed research question is as follows:
Question 1 : Determine the relationship between informational factors, normative factors and the factors of
skepticism to the acceptance eWOM information of consumers in Ho Chi Minh City?
After determining the relationship between informational factors, normative factors and factors of skepticism to
the acceptance eWOM information of consumers in Ho Chi Minh City, the next issue is the degree of impact of these
factors to the eWOM information acceptance. The measure of the impact of the factors is equal empirical evidence as a
basis for being able to draw administrative implications related to research issues. Hence, the question recommended
follow-up studies are as follows:
Question 2 : Measuring the impact of the relationship between information factors, social factors and factors of
skepticism about eWOM information acceptance of consumers in Ho Chi Minh City?
Quantitative research results measure the impact of information factors, normative factors and factors of

skepticism about eWOM information acceptance of consumers in Ho Chi Minh City will be used as the basis for
proposing administrative implications for the business. The problem is what administrative implications can be
proposed based on the results research. Therefore, the next research question is suggested as follows:
Question 3 : What are the administrative implications to propose based on the research results?
1.4 RESEARCH OBJECTIVES
1.4.1 General Objective
Study the impact of information factors, normative factors, and factors of skepticism on consumers's
perceptions on different aspects of information, affecting the consumer's acceptance of eWOM information in Ho Chi
Minh City. Proposals for using eWOM information to develop information channels on the multimedia such as social
networks, business websites, consumer consulting sites, ... to do effective online marketing is based on an
understanding of the nature of the eWOM and reasons for accepting this information.
1.4.2 Specific Objective
Objective 1 : Identify the relationship between informational, normative, and skeptical factors to the eWOM
information acceptance of consumer in Ho Chi Minh City
Objective 2 : Measure the impact level of relationships between information factors, normative factors and
skeptical factors of the eWOM information acceptance of consumers in Ho Chi Minh City.
Objective 3 : Propose administrative implications for business managers and government officers on the basis
of research results on the influence of information factors, normative factors and skeptical factors of the eWOM
information acceptance of consumers in Ho Chi Minh City.
1.5 SUBJECT OF THE STUDY, SURVEY SUBJECTS AND SCOPE:
- Subject of study: the acceptance of eWOM information of consumers in Ho Chi Minh City and the influences of
informational factors, normative factors, and the factors of skepticism on the eWOM information acceptance of


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consumers in Ho Chi Minh City.
- Survey Subjects: Consumers used to search for information on goods reviews on the Internet before buying goods in
Ho Chi Minh City.
- Scope of the research:
+ About content: Identifying informational factors, normative factors, and skeptical factors affecting the eWOM

information acceptance of consumers in Ho Chi Minh City and how these factors impact on the eWOM information
acceptance of consumers.
+ About space: Study consumers within Ho Chi Minh City.
+ About time: time to conduct qualitative research, take samples for quantitative survey from April 2019 to September
2019.
1.6 RESEARCH METHOD
The dissertation's research is done by combining qualitative research and quantitative research methods.
1.6.1 Qualitative research
Qualitative research to determine the factors affecting the eWOM information acceptance of consumers in Ho
Chi Minh City; adjust research concept, adjust observed variables.
Qualitative research is conducted in 2 steps:
Step 1. Qualitative research is done by reviewing previous studies to detect factors affecting the eWOM
information acceptance, using inference methods to build models research.
The qualitative research in Step 1 results in the recommended model and the draft scale of the factors that
influence the eWOM information acceptance of consumers in Ho Chi Minh City.
Step 2. Qualitative research is done by the method of interviewing academic experts (linguistic experts,
business administration specialists, psychologists); and method of group discussion with industrial experts (consumer
representatives, online marketing experts, website administrators with consulting section user) to clarify research
variables and to modify the scale.
Qualitative research in Step 2 results in formal research model and preliminary scale of factors affects the
acceptance of eWOM information in Ho Chi Minh City, this result is input to continue quantitative research steps.
1.6.2 Quantitative research
The quantitative study aims to quantify the impact of these factors on the eWOM information acceptance
variable and intermediate effects. Shows the statistical values, the reliability of the scale and the suitability of the
model's data research, confirming the reliability of qualitative research.
Quantitative research is conducted in 2 steps:
Step 1. With interview data collected from about 50, the thesis will test the reliabilityreliability of the scale
(using Cronbach's Alpha coefficient). Use Likert scale with 5 levels to measure observed variables. SPSS software is
used to perform these tests.
The quantitative study in Step 1 resulted in a formal scale of factors that influence the acceptance of eWOM

information in Ho Chi Minh City.
Step 2. After the formal scale is available, data are collected from the online questionnaires of about 500
respondents is used to perform a formal measurement of the scale by assessing the reliability of the scale (using a
system Cronbach's Alpha number), test convergence by Exploratory Factor Analysis - EFA, test measurement model
using Confirmation Factor Analysis - CFA. The next step is to test the structural model by the method of Structural
Equation Modeling - SEM. All these operations are done by SPSS – AMOS application.
The quantitative study in Step 2 resulted in quantifying the effects of the factors that influence the acceptance of
eWOM information in Ho Chi Minh City.


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The thesis will use these quantitative results to present administrative implications along with suggesting future
research directions.
1.7 THESIS STRUCTURE
Chapter 1: Research overview
Chapter 2: Theoretical basis and research model
Chapter 3: Research method
Chapter 4: Research Results and Discussion
Chapter 5: Conclusion and administrative implications

CHAPTER 2. THEORETICAL BASIS AND RESEARCH MODEL
2.1 SOME RELATED CONCEPTS
WOM – Word Of Mouth
eWOM – Electronic Word Of Mouth
eWOM Information Adoption
Informational Influence
Normative Influence
Skepticism
Information Overload
Persuasion

2.2 RELATED THEORIES
2.2.1 Cognitive Dissonance Theory - CDT
Cognitive Dissonance Theory (CDT) proposed by Festinger (1968). According to this theory, persuaded
directly by a communicator is not the only way to change attitudes either behavior. Attitude changes can also occur
indirectly when an individual realizes that the present attitude conflicts with new information or when the individual's
behavior is inconsistent with their beliefs.
Cognitive dissonance theory is used in the thesis to study the motivation of the generating eWOM information
of consumers.
2.2.2 Social Communication Theory
The theory of social communication proposed by Hovland (1948). How an individual communicates his or her
ideas to others and persuade them to accept the point of view? An early point is that the approach is convincing it is
most effective to present logical arguments to people how they would benefit from a change of attitude.
Social communication theory is used in the thesis to study the causes of the acceptance of eWOM information
and is used to build the reference framework for the study.
2.2.3 Theory of Reasoned Action – TRA and Theory of Planned Behavior- TPB
The combination model of TRA and TPB is the most general model to help guide the model building process
research on eWOM acceptance (Figure 2.6). The bottom line of the TRA and combination model TPB for the
acceptance of information is beliefs - the result of the influence of background factors. According to the author's
comment, the research on information acceptance problem has partly based on the outcome model TRA and TPB and
social communication theory to interpret and build research models emotionally. However, it is not clear how the real
nature of the construction process is.
Theories TRA and TPB are used in the thesis as a basis for comparison with experimental models related to the
acceptance of eWOM information.


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2.2.4 Elaboration of Likelihood Model - ELM
Thoroughly evaluated prospect theory by Petty & Cacioppo (1986). According to this theory, one
communicates persuasion can trigger some of the related experiences, memories, emotions, and thoughts that the
individual uses for processing message. Hence, what an individual thinks about when they receive a compelling

message and how they apply the thoughts, feelings and memories for message analysis are very important. The ELM
theory shows how where attitudes are formed and changed and behavioral actions are formed during information
processing receive.
The ELM theory is used in the thesis to study the recipient's information acceptance process information using
the pre-condition factors of acceptance, including those of quality information and factors of the reliability of the
information source.
2.2.5 Dual Process of Conformity Theory
The theory of Dual Process of Conformity proposed by Deutsch & Gerard (1955). According to this theory, in
some social situations, can cause us to change our mind, even when we feel such a change of opinion is wrong. The
objective of Deutsch & Gerard (1955) when proposing the theory is to study two types of social influences:
informational effects and normative effects.
Because of the theory of Dual Process of Conformity explains the individual's process of adapting to the
additional information depends on two influences, which are Informational Influence and NormativeInfluence should
this theory be used in the thesis to explain the influence of social groups on the acceptance of eWOM information.
2.2.6 Technology Acceptance Model - TAM
Technology Acceptance Model - TAM proposed by Davis (1986). The acceptance of users for technology is an
important research area today. Various models have been proposed to explain and predict the adoption of a technology
system, among which the Technology Acceptance Model - TAM proposed by Davis (1986) is a model that attracts the
most attention of the research community, especially the researchs related to Information Systems.
The detailed study of the TAM model building process reinforces the thesis's viewpoint about how to proceed
with building an information-accepting model - that is using two prisms, one prism is the composite model TRA and
TPB, another prism is Social communication theory.
2.2.7 Information Adoption Model - IAM
The Information Adoption Model proposed by Sussman & Siegal (2003). IAM model is found to be the most
suitable model for the eWOM information acceptance study because it allows evaluate for both types of signal - the
information itself and the source of the information. And so the thesis will use the Information Adoption Model - IAM
does original model with reference to extended TAM model (Wixom et al. , 2005), and Cognitive Dissonance Theory
and awareness to expand the IAM model into a research model of the thesis.
2.3 SUMMARY OF FACTORS RELATED TO THE eWOM COMMUNICATION PROCESS
The overall assessment of the relevant studies of the thesis is built on the basis of Social Communication Theory

(Hovland, 1948) and inherited the approach of Cheung & Thadani (2012). According to this theory, basically social
communication consists of 4 components as follows:
- Sender (Communicator)
- Information (Stimulus)
- The receiver
- Response
2.3.1 Factors related to the Senders
2.3.2 Factors related to Information
2.3.3 Factors related to the Receivers


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2.3.4 Factors related to the eWOM information response
2.4 DETAIL REFERENCE FRAMEWORK
Summary of Tables 2.2, 2.3, 2.4 and 2.5 we have a detailed Reference Framework.
2.5 APPROACH TO MODEL BUILDING
The research model of the thesis is built by expanding the IAM model based on applying twomain framework
is Ajzen's Theory of Reasonable Action - TRA and Theory of Planned Behavior - TPB (1985) theory and the Social
Communication Theory of Hovland (1948) to analyze experimental research models. Through the prism of TRA-TPB
we see the causal relationships of the concepts to be studied, through the prism of the theory of Social Communication,
we can see the concepts that need to be added to the research model of the thesis. Based on this, the thesis will present
the argument about the nature of the proposed extended relations in the model.
2.5.1 Informational influence on the eWOM information acceptance
In the online environment, individuals can create and spread reviews for some of the most commodities
without revealing your true identity. Therefore, the recipients of the information can determine the reliability of the
intentions subjectively differ and proactively accept or reject information received. If the consumer thinks that reviews
posted by individuals have a high degree of trust, they will feel about the usefulness of the ratings than reviews posted
by individuals who they deem to have low credibility (Cheung, Lee & Cheung, 2014).The thesis proposes research
hypothesis H1 as follows:
H1: Information quality has a positive impact on perception of the usefulness of eWOM information (H1+).

In the online environment, there are many different reviews and comments on a number of goods with many
degrees quality. If the recipient perceives a rating as high quality, that individual's perception about the usefulness of
that rating is higher than a rating that is not of high quality (Cheung, Lee & Cheung, 2014). The thesis proposes
research hypothesis H2 as follows:
H2: The reliability of the information source has a positive impact on perception of the usefulness of eWOM
information (H2+).
According to Sussman & Siegal (2003) when an individual assesses information is useful and reflects properly
in fact, they can accept this information, and the individual may intend to use this information as a basis for making a
decision to buy goods. In an online environment, if individuals find eWOM information useful, they are more likely to
be accept this eWOM information. That is to feel the usefulness of the information eWOM can use as the basis to
predict the acceptance of eWOM information (Chou, Wang & Tang, 2015). Article, the thesis proposes the hypothesis
H3 is as follows:
H3: Perception of the usefulness of eWOM information has a positive impact on the eWOM information acceptance
(H3+).
Thang đo các nhân t Ch t l
Ch p nh n thông tin eWOM đ

ng thông tin,

tin c y c a ngu n tin, C m nh n s h u d ng c a thông tin và

c k th a t nghiên c u c a Sussman & Siegal (2003); Chou, Wang & Tang (2015).

Scales of factors Quality of information, Reliability of sources, Perception of the usefulness of information
andAccept the eWOM information inherited from Sussman & Siegal (2003); Chou, Wang & Tang (2015).
2.5.2 Influences of information overload on the eWOM information acceptance
According to research by Malhotra, Jain & Lagakos (1982) and reference to the Elaboration Likelihood Model
- ELM by Petty & Cacioppo (1986), when an individual references too much information, the individual can be
overwhelmed of information. In order to be able to process information effectively, that individual may use signals
other than content of information to choose the necessary information. In case of information overload, individuals feel

that the information is easy to use usefulness is more difficult to choose from. Therefore, the thesis proposes research
hypothesis H4 as follows:


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H4: Perception of the ease of use has a positive impact on perception of the usefulness of eWOM information
(H4+).
According to Davis (1986), when an individual judges a technology that is easy to use, they can accept this
technology. Develop Davis's (1986) ideas in an online environment, if the individual testify the information easy to use,
they are more likely to accept this information. Means the sense of ease of use of the information possible used as a
basis for predicting the acceptance of eWOM information. The thesis proposes research hypothesis H5 as follows:
H5: Perception of the ease of use has a positive impact on the eWOM information acceptance (H5+).
The scale of perceived the ease of use of information inherited from Davis (1986) research, refer to the studies
of Luo et al (2013); Gottschalk & Mafael (2017) and re-adapted suitable for the eWOM information acceptance
research context.
2.5.3 Normative influences on the eWOM information acceptance
Commodity reviews also help consumers narrow down the search space and consider only the highly ranked
eWOM information (Cheung et al. , 2009). Results are when people receiving information about ratings of reviews for
goods, they will be easier to process information received without this information. Therefore, the thesis proposes
research hypothesis H6a as follows:
H6a: Information of eWOM rating has a positive impact on perception of the ease of use (H7a+).
Also according to research by Cheung et al. (2009), the rating information of the goods shows that level of
acceptance for the current eWOM information the recipient is consulting. Applying the theory of Dual Process of
Conformity to the online information context, when communicating with eWOM a high rating, recipients will
appreciate the reliability of the information rather than the rated eWOM information lower. Therefore, the thesis
proposes research hypothesis H6b as follows:
H6b: Information of eWOM rating has a positive impact on perception of the reliability of eWOM information
(H7b+).
According to Wathen & Burkell (2002) perception of eWOM information reliability is the level of individual
perception of truthfulness and reliability of information. Recipients often rate the reliability of the information before

accepting that information. In the context of online information, according to research by Cheung et al (2009); Chou,
Wang & Tang(2015), when recipients of eWOM information perceive eWOM information to be highly reliable they are
more likely to accept this information. That is the sense of reliability of information that can be used as a basis to
predict eWOM information acceptance. The thesis proposes research hypothesis H7 as follows:
H7: Perception of the reliability of eWOM information has a positive impact on the eWOM information acceptance
(H8+).
The conceptual scales of eWOM information rating and perception of eWOM information reliability are
inherited from Cheung et al. (2009); Chou, Wang & Tang (2015); Durmaz & Yüksel (2017).
2.5.4 Influences of skepticism on eWOM information acceptance
The eWOM information that is not generated by the user is called fake eWOM. The common fake eWOM
information is to conceal the true identity of the writer (Ahmad & Sun, 2018), and make recipients eWOM information
is mistakenly believed the information they received was generated by a consumer. Results are when users perceived
senders have a high degree of anonymity they tend to lose trust in eWOM information received and vice versa as the
identity of the sender, the more likely the recipient will appreciate the eWOM information received. The thesis
proposes research hypothesis H8 as follows:
H8: Perception of identity transparency has a negative impact on perception of the reliability of eWOM
information (H9-).
Besides, according to the Cognitive Dissonance Theory (Festinger, 1968), the dissonance often occurs after


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consumers used to purchase. Consumers tend to overstate the advantages of the goods they have used and a
disadvantages of other similar goods that they do not use. This happens because they feel unsettled when given that real
product I used is not good. When they do, they find ways to reduce the feeling of uncertainty by exaggeratingly
assertiveYou are correct in your choices, such as by writing reviews, product experience with contentignore the
downsides of the product. This is one of the reasons consumers are skeptical of people's motives send eWOM
information. The thesis proposes research hypothesis H9 as follows:
H9: Perception of sender motivation has a negative impact on perception of the reliability of eWOM information
(H10-).
The empirical studies have been reviewed in Section 2.3 - Summary of related studies using scales confidence

level for consumer advertising information is no longer appropriate with the context of eWOM information. The scale
of skepticism by Zhang, Ko & Carpenter (2016) is a more appropriate and used scale in the dissertation's research on
the effect of skepticism on the acceptance of eWOM information. Hence, the conceptual scale sense of transparency of
the sender's identity and motive sense are inherited from Zhang's research, Ko & Carpenter (2016).
2.5.5 Proposed research model

Source: Author proposed
Figure 2.25 – Proposed research model

CHAPTER 3. RESEARCH METHODS
3.1 RESEARCH PROCESS
3.2 RESEARCH DESIGN
3.2.1 Design of Qualitative Research
Qualitative research aims to find research gaps, build research models and design scales concepts. Specifically,
qualitative research of the thesis is done in 2 steps as follows:
Step 1: Based on the research Objectives, the dissertation will be done by reviewing the related studies to


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determine the affecting factors the acceptance of eWOM information in Ho Chi Minh City; define research concepts
and measurement variables. Qualitative research Step 1 results in a research model and draft scales.
Qualitative Research Step 2 aims to assess the factors influencing the acceptance of eWOM information were
identified in Step 1; Adjust research concepts, edit / add measurement variables (in the field generate new variables).
Qualitative research Step 2 was conducted by interviewing academic experts (major in Business Administration,
Linguistics, Psychology); Focus group discussions with industry experts (website administrator, consumer
representative, expert in online marketing field).
3.2.1.1 Objective:
The expert interview helps to adjust the model in the optimal direction and adjust the scale to suit reality of
Vietnam. The group discussion helps to redefine the interview questions that are easy to understand, simple and
appropriate for the context needed research or not (the context of searching for pre-purchase evaluation information)

3.2.1.2 Subject and expert interviewing method:
Subjects to interview academic experts: lecturers in linguistics, business administration, psychology of the
University of Foreign Languages and Informatics of HCM City (HUFLIT), University of Economics and Finance
(UEF), University of Technology (HUTECH), University of Education of HCM City.
Method of organizing interviews: two weeks before the interview, the interviewees are suggested their abilities
If they agree, the author will formally send an invitation with the basic contents of the interview, in which note the
content of the interview is background theory assessment, model correction (for lecturers of Business Administration)
and editing metrics (for Linguistics and Business Administration and Psychology faculty). The interview is implement
each object individually.
3.2.1.3 Subject and method of group discussion:
Group discussion subjects: industry experts such as website administrators, managers of companies with
positions online business capabilities, experts in the field of online marketing, consumers have consulted commodity
reviews before buying.
Method of organizing interviews: a week before the interview, the subjects discussed are suggested abilities, if
they agree the author will formally send an invitation with the main content of the discussion, in which note the issue
main point of discussion is to edit the observed variables and the subjects do not need to prepare their responses in
advance but only need to discuss and express thoughts on the issues raised during the discussion.
3.2.1.4 Collection and processing data:
At the end of each interview, collected information will be recorded on A4 paper according to the exact text has
been answered.
The expert interview questions as well as the group discussion questions are semi-structured questions or openended questions that encourage and direct the respondent to answer the question in terms of thinking and language
terms (term) of the individual interviewee (discussion).
3.2.1.5 Data analysis:
Information collected from interviews and focus group discussions will be aggregated to serve as a basis for
drawing most substantial and substantial conclusions about the issues raised in the interviews and seminars to evaluate
and correct the shortcomings of the model and scale of this study.
3.2.2 Design of Quantitative research
The quantitative study aims to quantify the impact of these factors on the information acceptability variable
eWOM andintermediate effects. Shows the statistical values, the reliability of the scale and the suitability of the
model's data research, confirming the reliability of qualitative research.

Quantitative research is conducted in 2 steps:


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Step 1. With data collected from about 50, the thesis will conduct the construction of the main scale by
evaluating the reliability of the preliminary scale (Cronbach's Alpha). Likert scale with 5 levels is recommended to
measure observed variables. The SPSS application is used to perform these assessments.
The quantitative results in Step 1 are the formal scale of the factors that influencing the acceptance of eWOM
information in Ho Chi Minh City.
Step 2. On the basis of the formal scale built in Step 1, we use the data collected from the questionnaire online of
about 500 questionnaires to test the formal scale by assessing the reliability of the main scale formula (Cronbach's
Alpha), test convergence by exploratory factor analysis (using EFA method), test measurement model using
Confirmation Factor Analysis (CFA). Next is to test the structure model by the method of structural equation modeling
(SEM). All these tasks are performed by SPSS – AMOS application.
The quantitative study in Step 2 resulted in quantifying the effects of the factors influencing the acceptance of
eWOM information in Ho Chi Minh City.
3.2.2.1 Evaluation of scale reliability
The purpose of assessing the reliability of the scale is to reject observed variables and the scale are not suitable.
If the coefficient Corrected Item- Total Correlation correlation of an observed variable is less than 0.3, the observed
variable will be eliminated, when Cronbach's Alpha coefficient is less than 0.6, that scale will be disqualified (Nunnally
1975).
3.2.2.2 Exploratory Factor Analysis (EFA)
Exploratory factor analysis (EFA) method is used to test convergent values and discriminant values of the scale.
According to Burns & Burns (2008), the indicators to consider when analyzing the EFA method include:
- KMO index (Kaiser-Meyer-Olkin): used to check the appropriateness of the results of EFA analysis. If the
index KMO between 0.5 and 1, the analysis results are consistent with the available data. The Bartlett test evaluates the
correlation between observed variables. If this test is significant (Sig <0.05), the observed variables are correlated in
overall.
- Factor loadings: use to evaluate the correlation between observed variables and a factor, if the coefficient is
greater than 0.5 (Hair, 2006). Factor load factor is used to evaluate the actual significance of the results of EFA

analysis. Load factor must be at least 0.3; If greater than 0.4 is significant and greater than or equal to 0.5 is of practical
significance. Difference of weight <0.3 is an acceptable value, but consider needing a content value before removing.
- A scale is statistically significant if the total variance extracted > 50%. The extraction method is used in the
thesis is "Principal Axis Factoring", together with the rotation "Promax".
- Requires Eigenvalue coefficient greater than 1. Therefore, only factors with Eigenvalue coefficient greater than
1 can be retained. If this coefficient is less than 1, it will not have a good effect of explaining factor variability.
3.2.2.3 Validation of Measurement Model – Confirmatory Factor Analysis - CFA
The testing of measurement model of a latent variable is done by Confirmatory Factor Analysis (CFA). The CFA
method allows the evaluation and modification of a measurement model measure of an underlying variable, consisting
of three ratings of Unidimensionality, Validity, and Reliability of the measurement model.
3.2.2.4 Validation of Structural Model – Structural Equation Modeling - SEM
If the test measurement model meets the requirements (including unidirectionality, validity and reliability), step
analysis is followed by evaluating the Structured Model using path analysis techniques in SEM.
Analysis method of SEM uses many other statistical analysis techniques multivariate regression, factor analysis
and correlation analysis allow to evaluate the model with complex relationships. SEM analysis estimates the factor load
of latent variables in the model, and the causal relationships among potential variables. SEM structural model


12
evaluation method allows to consider causal structures (path analysis) and feces analyzing the influence of exogenous
variables on endogenous variables and the influence of endogenous variables plays an intermediate role (mediator) up
the result variable.
3.2.2.5 Validation of Overall Suitability –Bootstrap
The Bootstrap method allows replaceable iterative sampling from an existing data sample (called original data)
with the purpose of considering the suitability of the existing data with the population.
The estimation process uses the number of samples vast N times, usually N = 1000. If the difference between the
mean is obtained using Bootstrap and the smaller the mean of the model calculated with the original data sample, the
more likely it is to model consistent with the larger overall data.
3.2.3 Method of data collection
3.2.3.1 Preliminary research sample

The preliminary study sample is selected according to the convenient method using the Questionnaire and
Interview the survey subjects directly.
Sample collection:
Samples were collected by hand-out and direct collection: number of questionnaires handed out was 80,
number of questionnaires collected 56. After analyzing and evaluating, there are 6 unsatisfactory tables that must be
removed because of missing information or only recording 1 level reviews for all questions. Therefore, through this
method, 50 valid samples were obtained.
3.2.3.2 Formal research sample
The formal research sample is selected by a convenient method using Google Forms for posting Web interview
questionnaires, and thanks to relationships to go viral on Facebook pages.
Sample collection and sample size determination:
Number of samples collected:
The number of questionnaires collected was 565. After analysis, there were 43 questionnaires that failed and
were removed for filling out information are not consistent. Therefore, through this method, 522 valid questionnaires
are obtained to be used in the thesis.
Sample size determination:
The number of questionnaires collected is guaranteed to be larger than n = 15m, where m = 28 is the number
of qualified observational variables performing factor analysis methods (Comrey, 1973). In the thesis, the number of
collected questionnaires is 522>15 * 28 = 420 ensures enough conditions to perform analysis according to factor
analysis method.
3.2.3.3 Questionnaire
Questionnaire structure - The questionnaire is divided into 3 parts:
Part 1 is for exclusion questions, if the respondent does not use the Internet to find information before making a
purchasethe following sections will not be continued.
Part 2 is survey questions about the influence of information, the social influence, and the effects of skepticism.
Total, there are 28 sentences, each sentence corresponding to an observed variable.
Part 3 is part of personal information such as gender, age, occupation ...
3.3 QUALITATIVE RESEARCH RESULTS
3.3.1 Results of expert interviews
The results of expert interviews include 3 parts, Assessing the conformity of the background theories used in

research of the thesis, explore the scale of research concepts and evaluate the research model. Outline details of expert
interviews and interview results are presented in Appendix 4 - Outline and results of expert interviews.


13
3.3.1.3 Research Model
H10: eWOM information quality has a positive impact on perception of the reliability of information eWOM
(H10+).
H11: Sources reliability have a positive impact on perceiving the reliability of information eWOM (H11 +).
Combined with the results discussed above the Scale, the research model of the thesis after in-depth discussion with the
experts is presented in Figure 3.2
3.3.2 Results of group discussion
The thesis uses the results of interviewing experts on the scale to summarize it into a preliminary and
progressive scale discussion in order to further edit the content related to the preliminary scale for measurement
variables to be achieved ease of understanding, adjusting obscure words and adjusting and supplementing content to
suit the survey needs reality.
3.3.3 Research Model and Formal Scale
Research hypotheses, revised research models, preliminary scales are synthesized based on alternative
recommendations expert discussion and group discussion sessions were then tested for quality with sample numbers N
= 50, the test results show that the preliminary scale is qualified and is used as the formal scale.
3.3.3.1 Research hypothesis – Modified research model

Source: Author compiled according to expert opinion
Figure 3.2 – Research model after interviewing experts
3.3.3.2 Formal Scale
Through the quantitative analysis in Appendix 6 – Details of scale analysis with N=50 shows that preliminary
measurement can be used as the formal scale to test the model.


14


CHAPTER 4. RESEARCH RESULTS AND DISCUSSION
4.1 QUANTITATIVE RESEARCH RESULTS
4.1.1 Description of research sample
Data was collected using the Google Form software to post questionnaires on the Web, and thanks to
relationships to go viral on Facebook pages. Number of questionnaires collected is 565. After analysis and check, there
are 43 questionnaires rejected due to the inconsistent evaluation information. Hence through this collection method 522
valid questionnaires are used in the thesis.
4.1.2

Validation of the scale

4.1.2.1 Cronbach’s Alpha reliability test
In essence, the higher the Cronbach's Alpha coefficient, the higher the correlation of the observed variables with
the observed variables the higher the other in the same group. A scale with Cronbach's Alpha value > 0.6 is often
chosen, because the scale is valid Cronbach's Alpha number > 0.6 is eligible to continue to perform the exploratory
method of EFA. In addition, observed variables with variable-total correlation coefficient < 0.3 do not have much
correlation with other variables and should be removed from the scale.
4.1.2.2 Test the scale by Exploratory Factor Analysis – EFA method
KMO index (Kaiser-Meyer-Olkin): used to check the appropriateness of the results of EFA analysis. KMO Index
=.859 is between 0.5 and 1, so the analysis result is consistent with the available data. The Bartlett test evaluates the
degree correlation between observed variables. Because this test is significant (Sig. = .000 <0.05), the observed
variables are correlated related to each other in the whole.
Doing EFA analysis for all factors showed that: The variables observed in each factor were grouped into 1 group.
There is no variable belonging to two factors, ensuring distinct validity. The factor load factors are all larger 0.5, ensure
the convergence value.
4.1.3 Test results of the measurement model by Pooled CFA method
Measurement model test was performed by Pooled CFA confirmation factor analysis (Control of all potential
variables in the model).
General assessment of CFA confirmatory analysis:

The unidirection is satisfactory because the load coefficients of the observed variables for each concept are greater
than 0.6.
The validation indicators are satisfactory, specifically:
The measurement variables are statistically significant and AVE values> 0.5, so the scale achieves convergent
value.
The values related to the suitability such as RMSEA = 0.014 <0.08, CFI = 0.995> 0.9, GFI = 0.956 and CMIN / df
=1,106 are all satisfactory. The square root of AVE> the correlations between the two concepts is therefore satisfactory
for the degree of distinction.
The test indicators of reliability are satisfactory. Through the above results of factor analysis, CFA proves that the
scale of research concepts is uniform model is consistent with existing data. The research model does not change, and
is a formal model of the thesis.
4.1.4 Test results of structural model by Structural Equation Modeling – SEM method
CFA analysis allows to test measurement models, but fails to evaluate the causal effects of these concepts.
Therefore, the next step is to run the SEM model.
4.1.4.4 Hypothesis testing results
SEM analysis results show that the proposed hypotheses are statistically significant (with p-value <0.05), therefore
these hypotheses is accepted (Table 4.23). (Estimates are normalized values).


15
Table 4.23 – Results of hypothesis testing
Hypothesis

Influencing Factors

Affected Factors

Estimate

pvalue


Results

H1

Information Quality

Perception of the usefulness

.226

.000

Accept

H2

Source Reliability

Perception of the usefulness

.155

.006

Accept

H3

Perception of the usefulness


eWOM information acceptance

.380

.000

Accept

H4

Perception of the ease of use

Perception of the usefulness

.403

.000

Accept

H5

Perception of the usefulness

eWOM information acceptance

.494

.000


Accept

H6a

Information Rating

Perception of the ease of use

.238

.000

Accept

H6b

Information Rating

Perception of eWOM reliability

.201

.000

Accept

H7

Perception of eWOM reliability


eWOM information acceptance

.290

.000

Accept

H8

Perception of Identity

Perception of eWOM reliability

-.109

.000

Accept

H9

Perception of Motivation

Perception of eWOM reliability

-.135

.010


Accept

H10

Information Quality

Perception of eWOM reliability

.224

.000

Accept

H11

Source Reliability

Perception of eWOM reliability

.136

.023

Accept

Source: SPSS-AMOS analysis results

4.1.4.5 Bootstrap result

Bootstrap testing allows to evaluate the suitability of the data with the population. In this study the repeatability
level of the existing data set is N = 1000. The estimated results from 1000 random samples generated by the program
are obtained the mean and standard deviation.
The results show that the CR values are all less than 1.96, so we can conclude that the estimates in the model
can be indicates that the sample can be representative of the population meaning that the study data is consistent with
the marketing data.
4.1.5

Evaluation of the competitive model by SEM method

The thesis proposes to test a competitive model to evaluate the suitability with existing data of the research
model. If the competitive model has a higher relevance, then the model chosen will be a competitive model, otherwise,
the current research model is considered to be the most appropriate for the available data.
The competition model is built by adding a causal link between the information rating variable and the
usefulness of information variable (Figure 4.4). Hence, a new hypothesis is proposed:
Hypothesis H12: Ranking information eWOM has a positive impact on Perceived usefulness of
informationeWOM.
4.1.5.4 Hypothesis testing results of the competitive model
The testing of competitive model by SPSS-AMOS program shows that hypothesis H12 is proposed
unsatisfactory. Means the relationship with the information rating and the usefulness of the information eWOM does
not exist. Therefore, the competition model does not explain better than the current research model. Specifically, Table
4.26 gives found that the estimation of CHAPNHANEWOM dependent variable explanation of the competition model
(.694) is same with explanation of current research model (.693). Current research model with this comparison is
considered model best suited to the data collected.
4.2 DISCUSSION OF RESEARCH RESULTS
4.2.1 Discussion of the explanatory level of the research model of the thesis compared with the original model
(Information Adoption Model - IAM)
Compared with the original models of Sussman & Siegal (2003); Cheung, Lee & Rabjohn (2008); Cheung
(2014), level the explanation of the research model of the thesis for CHAPNHANEWOM dependent variable increases



16
significantly. One partly because the research model has added a number of independent variables. Specifically those
are the XEPHANG variables, DANHTINH and CN_DONGCO. When running SEM analysis, the original model of
Sussman & Siegal (2003) with present data collected, the explanation level of the original model is 42.5% - Details of
the results of running the SEM analysis of the original model is shown in Appendix 11 - Original Model – IAM with
running result details in SPPS - AMOS.
The reason why the level of explanation of the research model in the current context (69.3%) is higher than
before is due to consumers have changed the way they perceive eWOM information. How to find and absorb
information of Consumers' eWOMs have changed, they no longer fully trust eWOM information as they once did, and
there is too much information eWOM to handle, many times needing to rely on public (social) comments to support the
process make their own buying decision. Hence a newer model that reflects these changes is required, here is viewed
the new point of the thesis.
4.2.2 Discussing the model building’s approach of the thesis compared with the model building's approach of
other related studies
Experimental research model of Shen, Cheung & Lee (2013) has a research related approach of the thesis by
using the expanded approach of Information Adoption Model - IAM of Sussman & Siegal (2003) (Figure 2.14).
However, the research subjects and research objectives of Shen, Cheung & Lee (2013) are different with the
dissertation's research subjects and objectives. Since then, research models and scales are also built differently.
Specifically, the research objective of Shen, Cheung & Lee (2013) is to evaluate the effects of trustworthiness and the
usefulness of Wikipedia (the open dictionary page) to accepting information provided by Wikipedia.
Another research that has a related approach to the thesis research is that of Shen, Zhang &Zhao (2016) (Figure
2.19). The research of Shen, Zhang & Zhao (2016) expands the Information Adoption Model - IAM by adding two
intermediate variables, Discounting own Information and Immitating Others.
4.2.3 Discussion of direct effects on the eWOM information acceptance
All 3 intermediate variables CN_HUUDUNG, CN_DESUDUNG and CN_DOTINCAY have a direct impact
on CHAPNHANEWOM variable at different levels. The intermediate variable CN_DESUDUNG has the highest
impact level on the acceptance of eWOM information, which shows that consumers often do not really learn the
content of the eWOM, they rely solely on community reviews and use that rating information as a basis just accept
eWOM information. To the knowledge of the author, the impact of perception of the usefulness of eWOM information

to the acceptance of eWOM information has not had any studies related to eWOM, and therefore can be considered as
a new point of the thesis.
Especially when consumers are overwhelmed with information, choosing to go with the crowd is potentially
decisive to buy is sometimes better than making their own decisions because too much information eWOM will make it
difficult for them to choose correct advice. This reduces the time spent searching and researching - the consumer just
needs to go after what is already highly unanimous community. However, the crowd is not always right and thus limits
the effectiveness of the purchase process.
In addition, the intermediate variable CN_DOTINCAY also has a quite large impact, showing another cause of
the acceptance of eWOM information is the consumer's belief in the objective truthfulness of eWOM information. The
impact of perception of eWOM information reliability on the acceptance of eWOM information is consistent with
research results of Cheung et al (2009); Fan et al (2013). However, the difference from the thesis is research by Cheung
et al. (2009) evaluated the effect of perception of eWOM information reliability on acceptance knowledge, do not the
acceptance of eWOM information. Fan et al. (2013) also differ in ways approach compared to the research of the thesis
because only researching information effects (Information quality, source reliability, quantity of information, ...) to
perceive the reliability of information; while the thesis's approach is evaluate the impact of informational factors


17
(Information quality, Sources reliability), normative factors (information rating and the factor of skepticism (perception
of motivation) to perception of eWOM information reliability. This is considered a new point of the thesis.
In addition, the intermediate variable CN_HUUDUNG also has a relatively high impact weight, showing the
usefulness of eWOM information plays an important role in consumer’s acceptance of eWOM information. Impact of
perception of the usefulness of eWOM information to the acceptance of eWOM information consistent with the
research of Sussman & Siegal (2003); Cheung, Lee & Rabjohn (2008); Shen, Cheung & Lee (2013); Tseng & Wang
(2016). However of course, research by Sussman & Siegal (2003); Cheung, Lee & Rabjohn (2008); Shen, Cheung &
Lee (2013) only evaluate the influence of informational factors (information quality, source reliability ...) without
evaluating effects of the information overload context to perception of the usefulness of eWOM information through
perception of the ease of use of eWOM information. The study of Tseng & Wang (2016) differs from the research just
presented with the evaluate the effect of perception of risk on perception of the usefulness of information and thus
differ from the approach of the thesis. Therefore, evaluating the effect of information overload context on perception of

information usefulness via perception of the ease of use of eWOM information is considered a new point of the thesis.
4.2.4 Discussion of indirect effects on the eWOM information acceptance
There are 6 variables indirectly affecting the variable CHAPNHANEWOM at different levels. Next to 5
exogenous variables, the intermediate variable CN_DESUDUNG also has an indirect effect on the variable
CHAPNHANEWOM.
The XEPHANG variable has the highest impact on the eWOM information acceptance. This shows the cause
for consumers to choose to follow the crowd's decision is the eWOM information rating. The eWOM having a high
rating is said to be highly readable, trustworthy, and high-quality. Indirect impact of eWOM information rating to the
eWOM information acceptance consistent with the research results of Cheung et al (2009). However, the difference
from the thesis is the study of Cheung et al. (2009) assessing the knowledge class to accepting knowledge, not
accepting information eWOM.
The variable CN_DESUDUNG besides having a direct impact also has an indirect impact on the variable
CHAPNHANEWOM (via the variable CN_HUUDUNG) shows when an easy-to-use eWOM information is useful and
therefore indirectly affects the eWOM information acceptance. According to the understanding of the author, the
indirect effects of perception of the ease of use of eWOM information to the eWOM information acceptance has not
been studied related to eWOM done, and therefore can be considered as a new point of the thesis.
The variables CHATLUONG and DOTINCAY have a relatively high degree of indirect impact, reflecting the
fact that consumers considering the quality and reliability of the source is a must for this particular type of information.
The indirect impact of information quality and source reliability to the eWOM information acceptance consistent with
the research results of Sussman & Siegal (2003); Cheung et al. (2009).
The variable CN_DONGCO also has an indirect effect on the variable CHAPNHANEWOM, which is partly
reflected cause of skepticism (another skeptic variable is variable DANHTINH) shows that consumers are skeptical
about dynamism the sender of the information is more than skeptical of the informant's identity. This presents a
problem consumers are currently concerned besides the quality of information and the reliability of the source as there
is indeed information is generated by another consumer and the informational content is an experience or just one form
of advertising. Indirect effects of perception of motivation and perception of identity to the eWOM information
acceptance is consistent with the research results of Ahmad & Sun (2018). However, the difference compared with the
thesis is a study by Ahmad & Sun (2018) evaluating the influence of the perception of motivation and the perception of
identity to customer confidence, not the eWOM information acceptance.
4.2.5 Discussion of aggregate effects on the eWOM information acceptance

The intermediate variable CN_DESUDUNG has quite a large aggregate effect on the CHAPNHANEWOM


18
variable (including effects directly and indirectly). This shows that the intermediate variable CN_DESUDUNG is both
the direct cause and indirect cause of eWOM information acceptance. For the direct cause role, then the intermediate
variable CN_DESUDUNG reflects the information overload context and new trends in information search for
consumers - community-based trends; And so show a new force affecting consumers, it is the influence of the crowd or,
in broadly speaking, the influence of society.

CHAPTER 5. CONCLUSION AND ADMINISTRATIVE IMPLICATIONS
5.1 CONCLUSION
Thesis “A Research on Determinants Influencing the Acceptance of Electronic Word of Mouth

of

Consumers in Ho Chi Minh City” is designed to identify factors that have a strong influence on informed acceptance
eWOM information of consumers. When consumers accept eWOM information, they can use this information as a
basis for making purchase decisions. The main objective of the thesis is to review and re-evaluate the individuals the
factor affect the acceptance of information in the consumer context when searching for information about the goods
relying on information but also on social relationships and it is increasingly difficult to accept advertising information.
Channel communication eWOM information shows as a potential channel that market makers can take advantage of to
quickly convey information goods to customers. However, the reality shows that electronic communication channels
are being abused skeptical consumer. Therefore, the dissertation also has a research objective of assessing the level of
consumers how to be skeptical about eWOM information before they accept it. Research results show that all the
hypotheses in the model are accepted with existing data and have clarified the relationship of the informational factors,
normative factors and the factor of skepticism about eWOM's acceptance of eWOM information.
- Scientific significance for the thesis research:
The contribution of the research is shown through clarifying the following issues:
a. With the new approach using the evaluation of the empirical studies proposed in the thesis, the evaluation of

experimental studies are more logical and systematic than previous direct comparison approaches in the field
of customer behavior studies. This helps in qualitative construction of real models experiment has more basis
and accordingly the thesis a small part to the research methodology, especially research on the areas of
consumer behavior. Using this approach also helps with research experiments build research models more
easily, reduce the emotional inference, especially about relationships. Specifically, it is the analytical approach
of the nature of the change in attitudes shown through consumer acceptance of eWOM information. Use IAM's
Information Adoption Model of Sussman & Siegal (2003) as the original model. The research model of the
thesis is built in an open way IAM model broadly based on applying two main frameworks, which is the theory
of Theory Reasoned Action - TRA and Theory of Planned Behavior - Ajzen's TPB (1985) and Social
Communication Theory of Hovland's (1948) to analyze experimental research model. Through the prism of the
TRA-TPB Model we see cause and effect relationships of the concepts to be studied, through the lens of the
Social Communication Theory we can see the necessary concepts add to the research model of the thesis.
b. The results of the thesis have clarified the issues related to the factors influencing the acceptance of
electronic Word of Mouth by consumers in Vietnam with the case study in Ho Chi Minh City:
+ The information factors have influence the acceptance of electronic Word of Mouth by consumers.
Specifically through two factors of Information Quality and Sources’ Credibility; These two factors influence
consumers' perceived usefulness of information (the factor of Perceived Usefulness), and thereby influence the
acceptance of electronic Word of Mouth by consumers.


19
+ The social factors have influence the acceptance of electronic Word of Mouth by consumers. Specifically
through the factor of Information Rating; this factor influences consumers’ perceived ease of using information
(the factor of Perceived Ease of Use). In turn, the Perceived Ease of Use factor influences the Perceived
Usefulness factor and thereby influence the acceptance of electronic Word of Mouth by consumers. In addition,
the Information Rating factor also influences the Perceived Credibility of Message factor and thereby influence
the acceptance of electronic Word of Mouth by consumers.
+ Factors related to skeptical concept have influence the acceptance of electronic Word of Mouth by
consumers. Specifically through two factors of Senders’ Identity and Perceived Motivation; These two factors
influence consumers' perceived credibility of information (the factor of Perceived Message Credibility), and

thereby influence the acceptance of electronic Word of Mouth by consumers.
c. The experience gained during the study can be used as a basis for the research activities on the topic of the
acceptance of electronic Word of Mouth by consumers and the subsequent intention to purchase in future
studies.
- Practical implications for the study of the thesis:
The results of the study might help businesses capture important factors (determinants) affecting the
Acceptance of Electronic Word of Mouth. When consumers accept electronic Word of Mouth, they might be able to use
this kind of information as a basis for their purchase intent. Businesses can therefore develop electronic Word of Mouth
as an effective marketing tool. The results of the study also show that if businesses abuse electronic Word of Mouth or
have the tendency to use fake electronic Word of Mouth (called Fake eWOM) to influence consumer decisions - the
presence of fake eWOM information leads to consumer skepticism undermining consumer confidence when using this
information to make decisions.
5.2 ADMINISTRATIVE IMPLICATIONS
5.2.1 The administrative implications of the scale
5.2.1.1 Scale Information Quality
The results of the eWOM information quality scale show that businesses need to recognize the influence of
eWOM information and orientation to build online communication plans with consumers towards giving it allows for
interaction between consumers, rather than merely pushing information one way to consumers use. In addition,
businesses should look for consumers who can post quality goods high quality; invite to try new products, experience
services ... but not support related financial direction.These consumers are then likely to post reviews of what they have
experienced and that for other consumers - those wishing to consult eWOM information before making a purchase –
trustworthy than the advertising that businesses often spend a lot of effort and budget to implement.
5.2.1.2 Scale Source Reliability
The results of the Source Reliability scale show the influence of the highly reliable rating pages for consumers.
Therefore, businesses can consider to collaborate, recommend trial products for the sites evaluate this online and let
them do it objectively. Then the goods can be known by many peopleand understand more about true quality before
making a buying decision.
5.2.1.3 Scale Perception of the Usefulness
Results of Perceive usefulness of eWOM information scale shows the benefit of eWOM information to
consumers is the usefulness of this information in purchasing decision-making processes. This prompts businesses for

reaching out and assisting consumers who often post news evaluating the goods for quality information and not
exaggerating about the product. Then, the consumer posting, you can use the materials or support from the business to
create real reviews for other consumers wishing to consult eWOM information.


20
5.2.1.4 Scale Information Rating
Results of Information Rating scale reveal another aspect of the previous eWOM reference process when buying
consumer goods. That is, consumers often don't have enough time to read reviews product/services is too long despite
of high quality. This suggests business design web pages to interact with online customers need to display additional
information that aggregates consumer comments, or buttons like / dislike. This aggregated information helps
consumers who do not have much time or patience to browse through reviews of quality goods can be read by eWOM
based on rating information of other consumers, consumers then only read high ranked eWOM information and
disregard other eWOM information. However, this is sometimes not the optimal way, because the crowd is not always
right. But on the other hand, the reliance on aggregated information is the basis for selecting eWOM information help
consumers reduce search time and not have to browse many other eWOM information.
5.2.1.5 Scale Perception of the Ease of Use
Results of the perception of Ease of Use eWOM information scale reveals the essence of looking for eWOM
rating information before reading into consumer real eWOM content is the ease of use of various types of information
(eWOM ratings information). This suggests business when designing an online consumer engagement site user-friendly
interface. Specifically, the easier to understand how to use words to choose, the more common they arethe better;
information displayed and interactive buttons should use symbols and images in the direction of the user can easily
recognizable, easy to interact with, easy to choose. Then, commenters, eWOM content ratings are easy to make and
searchers for information eWOM can easily select the desired eWOM information.
5.2.1.6 Scale Perception of Identity
Results of the perception of identity scale indicates a fact about today's eWOM information - That is, many
businesses take advantage of the eWOM information channel to advertise goods in the form of eWOM information
communication (i.e, impersonating a consumer to post an advertisement, not spreading itreal consumer experience).
Through the statistical results of the scale perceived identity showed that businesses must be careful when falsifying
eWOM information because consumers are not naive to easily accept receive read and believe in a fake eWOM

information. Therefore, it is suggested that businesses should demonstrate information transparency and be honest with
consumers, if businesses approach in the direction of fake eWOM, it will undermine confidence of the consumer of the
goods the business supplies and the long-term loser is the business.
5.2.1.7 Scale Perception of Motivation
Results of the perception of motivation scale shows that for consumers, some eWOM information is providing
more information, information is more unique than advertising information is also aim at selling more, not giving
consumers a real experience. In addition, the statistical results are also counter intuitive another aspect of consumers is
that they tend to overstate the experience of using the product bought it (according to the Theory of Cognitive
Dissonance (Festinger, 1968)) and their motivations for sharing articles are subsequently.doubts about the real motive
(sometimes consumers write articles to prove that the product they bought is good to reduce the perceived discord
when there is a better alternative that is cheaper. Skepticism into the eWOM information is an unavoidable issue and
suggests businesses are transparent, have channels to interact with consumers so that they can make an objective
judgment about the goods.
5.2.1.8 Scale Perception of eWOM Reliability
Results of the perception of eWOM information reliability scale shows in the context of information overload and
too much advertising information, eWOM information is still a reliable information. Consumers are skeptical though
on the sender's identity or motive but still believes that most of the eWOM information is generated radical is based on
facts, and thus reflects the nature of the skeptical effect on the eWOM information acceptance is a matter of consumer
concern about the reliability of eWOM information in the process of eWOM information acceptance and make your


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own buying decisions. This is an encouraging result for businesses doing business true. For in general consumers still
believe in eWOM information and this is encouraged businesses implementing online marketing campaigns related to
eWOM information such as Buzz marketing(Marketing by rumor), Viral marketing (Marketing spread), Community
marketing (Marketing community),Product Seeding marketing ...
5.2.1.9 Scale of eWOM Information Acceptance
Results of the eWOM information acceptance scale shows when consumers accept good recommendations,
experiences advice (different forms of eWOM information) from other consumers they can use that information serves
as a basis for making a purchase or service decision. Reflect a core issue in the decision-making process information is

very powerful, and consumers are not alone in the process their own decision - when the consumer accepts the
information, the consumer can rely on his judgment community for pre-purchase decision-making. This is also what
businesses need to know - that is, transformation the current supply-demand relationship with consumers is having the
dominant power, not the business and that power comes from the consumer community. Therefore, any enterprise
knows to correctly approach and understand the true nature of the relationship supply-demand will be the winner in the
battle for market share.
5.2.2 Administrative Implications from the Impact of Factors
5.2.2.1 Implications related to Informational Influences
5.2.2.1.1 Implications on influence of Information Quality
The research results show that information quality has indirect impact on eWOM information acceptance and
perceived usefulness of eWOM information and perceived the reliability of eWOM information. Consumers, before
buying, often look for information about consumer goods. When looking into content of eWOM information,
consumers believe that they are provided with objective information with high quality and variety of products or
services intended to be purchased. Therefore businesses need to be aware of the objectivity and diversity of this
particular kind of information and form approaches at motivating consumers or product review pages try their products
and write down their real experiences.
5.2.2.1.2 Implications on influence of Source Reliability
Research results show that the Sources Reliability has an indirect impact on eWOM Information Acceptance
and has a direct impact on perceived the usefulness of eWOM information and percevied the reliability of eWOM
information. Consumers consider important in addition to eWOM information is information source. Information
sources can be relatives, reputable rated pages or the site itself product owner (e.g, Amazon.com). When consumers
trust a source, they will be more receptive to the information. Therefore, businesses should have personnel to monitor
and evaluate reviews of their own goods, especially reviews on reputable sites. In addition, the company should also
seek to link with these reputable review sites to have reviews can be promptly obtained (whether positive or negative)
for the next appropriate strategy for the product.
5.2.2.1.3 Implications on influence of Perception of the Usefulness
Research results show that the usefulness of information directly affects the eWOM Information Acceptance.
Consumers' acceptance of eWOM information is due to its usefulness. The usefulness of eWOM information for
consumers is shown in such aspects the variety of information, or comments on the flip side of a product, is often
hidden from the supplier experience, in fact over time of use ... Therefore, businesses should not "order" reviews and

reviews of goods yourself for the review page. Instead, it is advisable to find ways to encourage consumers to share
their experience product reviews, as well as not shying away from product imperfect reviews - this doesn't just help
consumers are easy to make decisions, but businesses also gather a lot of comments to upgrade and improve products.
5.2.2.2 Implications related to Normative Influences
5.2.2.2.1 Implications on influence of Information Rating


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Research results show that the eWOM Information Rating has indirect impact on eWOM Information
Acceptance and perceived the usefulness of the eWOM information. In addition, the eWOM Information Rating has a
direct impact on perceived the ease of use of eWOM information and perceived the reliability of eWOM information.
New, when consumers spend too much information, comments or reviews about the goods that you are interested in
may result in information overload. At that time, it will be difficult for consumers to consider all the eWOM
information they have. Lots of importance information can be ignored, effectively limiting the consumer's buying
decision. However, consumers today's use is not alone in the pre-purchase information search process - they have
communities to rely on to enter. One of the community effects that can be observed is eWOM rating information.
Consumers often only consider eWOM information that many people read or appreciate and ignore contents of other
evaluation information. Therefore, businesses need to pay attention to this social aspect of eWOM information.
However, the information that many people read or appreciate is not necessarily the best quality. It also depends on
many other factors, such as the reviews of famous people, reputable people in many reviews other in the past,…
reflects the nature of eWOM information that is based on consumer beliefs used by the person who sends eWOM
information. Businesses need to identify the real cause of the reviews is widely read to have appropriate policies for
influential individuals, such as encouraging them to use merchandise and give comment / rating before being put on the
market.
5.2.2.2.2 Impications on influence of the Perception of the Ease of Use
Research results show that Perceived the ease of use of eWOM information has a direct impact on the eWOM
Information Acceptance. In addition, the research results also show Perceived the ease of use of eWOM information
has an indirect effect on eWOM information acceptance through perceived the usefulness of eWOM information.
When consumers have too much information on eWOM, the information that is easy to use will be given priority.
Hence business can carry out product marketing campaigns with short but interesting slogan, easy to remember to

facilitate for consumers it can be easily spread this information in the community. In addition, businesses can also
provide assistance Ease of use product reviews and reviews for consumers by refining the home page's application to
include stats on how many people read a comment, or Like / Dislike buttons so that more people can easily participate
in the evaluation process.
5.2.2.3 Implications related to skepticism aspect.
5.2.2.3.1 Implications on influences of the Perception of Identity
Research results show that Perceived Identity has indirect impact on the eWOM information acceptance and
has a direct impact on perceived the reliability of eWOM information. When advertising information often dishonest or
overstate the quality and conceal the downsides of the product, consumers will turn to other, more reliable sources of
information, and that's when eWOM information comes into play. However, some unethical or inexperienced
businesses have abused eWOM information in marketing campaigns. Fake eWOM reducing people's trust on this
particular type of information and consumers are increasingly skeptical of eWOM information, especially when that
information comes from anonymous people. Therefore businesses need to be aware that information are essentially
C2C (Consumer to Consumer) dialogue, and hiding your identity won't help businesses promote products that even
have the opposite effect. What businesses should find speakers (consumers want to send reviews) and encourage and
support those people to evaluate goods of the business.
Policy-makers of state regulators should consider eWOM communications impersonating consumers, and have
a way of sanctioning and strictly penalizing organizations or individuals that conduct the spread. transmit or distribute
this fake information. The establishment of policies and mechanisms for checking and controlling eWOM information
is not only intended to protect enterprises doing business properly but also protect consumers, thereby creating a
competitive business environment healthy for business and safe for consumers.


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5.2.2.3.2 Implications on influences of the Perception of Motivation
Research results show that perceived Sender's motivation has indirect impact on the eWOM Information
acceptance and has a direct impact on perceived of the reliability of eWOM information. Even if the identity of the
person who sent the information, reviews of the goods is clear, the consumer still has another skepticism, that is the
motive to send eWOM information. This skepticism is demonstrated by the fact that consumers do not trust a review or
receive it in terms of products too detailed, too obvious came from another consumer, which could be the product of

someone that belongs to the business or is hired by the business to write articles. Therefore businesses need to pay
attention to incentives trying out by reputable users doesn't mean giving away money or having a similar form of it.
This will go wrong the way of rating, commenting and information content will no longer be objective. Real consumer
when used over the commodity is immediately identifiable and the results can be the following negative comments or
reviews from these consumers.
Policy-makers of state regulators should consider eWOM communications impersonating consumers, and have
a way of sanctioning and strictly penalizing organizations or individuals that conduct the spread, transmit or distribute
this fake information. The establishment of policies and mechanisms for checking and controlling eWOM information
is not only intended to protect enterprises doing business properly but also protect consumers, thereby creating a
competitive business environment. healthy for business and secure in terms of consumer information.
5.2.2.3.3 Implications on influences of the Perception of eWOM Reliability
Research results show that the perceived of reliability of eWOM information has a direct impact on the eWOM
information acceptance. The main reason consumers often seek advice and reviews about the goods they intend to buy
from other consumers because they believe it is objective, honest and diverse information. Believe in eWOM
information by consumers shows that if the goods of the business get many comments and reviews with a good price,
the likelihood that consumers will accept those reviews and use them as a basis for decision making to purchase.
Therefore, businesses need to respect the objective truth of product reviews and reviews from people consumption. The
only way to get good reviews is to please customers and not use techniques spoofing of eWOM information.
Businesses can use customer care to participate in too eWOM exchange or at least monitoring social media or real
review sites does the product say about your company's products? If the business participates in the communication
process, it should be honest and transparency about responses and identities, this will increase understanding of
customer needs and help improve production better products in the future.
5.2.2.4 Implications on the eWOM information Acceptance
The study results show that 5 exogenous factors and 3 endogenous factors affect the eWOM information
acceptance. Therefore businesses can use this research results in many ways to increase efficiency marketing of goods
for businesses. Enterprises can study the detailed scale of the factors and the administrative implications related to
scales to better understand the reasons for accepting eWOM information in order to properly recognize the nature and
challenges of information management through eWOM information. If managed well, eWOM information will have a
great influence on buying decisions of consumers much more than the ads on the Web that are now often filtered out by
anti-ad programs and thus does not reach consumers. On the other hand, the firm may consider the magnitude of causal

effects in the research model to re-evaluate customer approaches in terms of eWOM information. However, for sure
before getting reviews about the goods, the goods themselves had to be really good and satisfied customer. The goods
satisfied customers are the ones willing to spread the best for the business and is the core of your business's success
with the goods it supplies.
5.3 LIMITATIONS OF THE STUDY AND THE DIRECTIONS OF FUTURE RESEARCH.
5.3.1 Limitations of the study
The first limitation is that this research does not focus on a specific profession, but stops at the survey