3 THE ACCEPTANCE OF ELECTRONIC WORD-OFMOUTH INFORMATION AND BRAND TRUST IN THE TOURISM SECTOR IN THE MEKONG DELTA REGION -ABTRACT Based on the theories of information reception and brand
INTRODUCTION
Entering the era of the 4.0 technological revolution, the world is witnessing significant changes in technology and digital endeavors Interpersonal influence has garnered considerable attention in social psychology, with abundant evidence supporting the relevance of interpersonal communication in various decision-making contexts, including consumption (Katz and Lazarsfeld, 1955) Nowadays, the emergence of online platforms is gradually modernizing our communication methods A notable advancement in this regard is the advent of Electronic Word-of-Mouth (eWOM) Studies have demonstrated that WOM communication holds more sway than communication through other channels such as editorial recommendations or advertisements (e.g., Bickart and Schindler, 2001; Smith et al., 2005; Trusov et al., 2009) due to its perceived reliability (Gruen et al., 2006) Consequently, eWOM is deemed highly persuasive, attributed to its perceived credibility and trustworthiness (e.g., Chatterjee, 2001; Godes and Mayzlin, 2004; Mayzlin, 2006)
By establishing credibility through electronic word-of-mouth, the information received adds significant value to consumer awareness and greatly influences consumer attitudes and purchase
4 intentions Currently, the role of eWOM in the tourism industry, particularly in the Mekong Delta region, is being emphasized In large part, tourists are influenced by information gathered through electronic word-of-mouth when deciding whether to travel to the Mekong Delta region or not A prerequisite for this decision is brand trust, which directly impacts tourists' destination choices They tend to choose travel brands they trust in terms of service quality and experience provided The Mekong Delta, with its diverse Vietnamese cultural identity and abundant natural resources, has become a potential tourism development hub In 2018, the Mekong Delta welcomed over 40 million tourists, a 16.8% increase from 2017, including over 3 million international visitors By
2019, the region hosted 47 million tourists, with an estimated 13.5 million overnight stays and total tourism revenue reaching an estimated 30 trillion Vietnamese dong These figures indicate a significant influx of tourists to the region; however, the proportion of international visitors remains low compared to the total number of tourists, and revenue per visitor is also low (Mai N (2020, May 22) "How to develop tourism in the Mekong Delta? Vietnam Electronic Law Newspaper.) Based on the above, the team has chosen the topic "Acceptance of Electronic Word-of-Mouth Information and Brand Trust in the Tourism Sector in the Mekong Delta" with the aim of clarifying the factors influencing tourists' acceptance of eWOM information, evaluating the relationship between eWOM information acceptance and brand trust, and proposing solutions to enhance the acceptance of eWOM information and brand trust for tourism businesses in the Mekong Delta region By employing survey methods and identifying appropriate variables to enhance brand trust in the tourism sector in the Mekong Delta region.
THEORETICAL BASIS AND RESEARCH HYPOTHESIS
Electronic word of mouth
Among the concepts previously proposed by scholars, WOM is the exchange of information about brands, products, or services between the receiver and the communicator (Anderson, 1998) WOM can occur through online or offline channels, but according to Keller (2007) and Keller and Fay (2009), offline channels dominate WOM - up to 90% in some cases e-WoM is formed when WOM communications are brought onto the Internet through virtual platforms The Internet is the main factor that distinguishes it from traditional WOM Lee and Cranage (2014) emphasize this difference and argue that the impact of the Internet on WOM is significant According to them, negative evaluations can quickly spread and cause negative changes for companies; conversely, positive evaluations will attract more customers to businesses Goldsmith's (2008) concept that
"This new form of word-of-mouth (WOM) communication can contain positive or negative statements made by potential, actual, and former customers about a product or a company via the Internet" aligns with the research theme among the ideas proposed by previous scholars Therefore, in this study, electronic word-of-mouth is defined as consumer evaluations and comments about items on online shopping platforms.
Acceptance of information
Research on online communication (Chen et al., 2011; Cheung et al., 2008; Li, 2013) often employs the Information Acceptance Model (IAM) introduced by Sussman and Siegal in 2003 The authors argue that the receiver must first assess the usefulness of the information Customer information acceptance will also be influenced by subsequent sources of information When studying eWOM, IAM is highly regarded by many scholars for its applicability (Cheung et al., 2008; Shu & Scott, 2014) Specifically, the IAM model has been used for studying behavior on online discussion forums by (Cheung et al., 2008) On the other hand, Shu & Scott (2014) applied it to social media contexts Building upon the IAM model (Sussman and Siegal, 2003), Cheung et al (2008) assert that relevance, timeliness, accuracy, and completeness are the quality factors of IAM information Because this study focuses on eWOM in the social media context, IAM is considered suitable for use The components of IAM used in this study are similar to those in the original model by Sussman and Siegal (2003)
In online communities, e-WOM information should align with the website's theme and product offerings to cater to consumers' preference for quick and relevant information As stated by Citroen (2011), information relevance is crucial in determining information usage decisions Thus, we propose the hypothesis that e-WOM information relevance directly influences its perceived usefulness by consumers.
Q1: Consumers perceive that the higher the relevance of e-WOM information to their personal information needs, the higher their acceptance of e-WOM information will be
Timeliness of the message is demonstrated through its currentness, timeliness, and updates According to Chen & Popovich (2003), maintaining updated and consistent information on the web is crucial for effective communication and adding value to users They emphasize that message accuracy lies in its ubiquity, relevance, and frequent updates, ensuring alignment with business operations Moreover, customers will assess information as useful when they receive
6 information that can immediately address their information needs (Cheung et al., 2008) Thus, the second hypothesis is proposed:
Q2: Consumers perceive that the higher the timeliness of e-WOM information to their personal information needs, the higher their acceptance of e-WOM information will be
Accuracy conveys consumers' belief in the correctness of information (Eggert & Ulaga, 2002).* The multimedia communication diversity theory (Ohm, 2003) emphasizes the significance of quality, accuracy, and reliability in information exchange.* Consequently, the higher the message's accuracy, the greater its acceptability.
Q3: Consumers perceive that the higher the accuracy of e-WOM information, the higher their acceptance of e-WOM information will be
Completeness is demonstrated through the message's thoroughness, integrity, and clarity of expression According to Rygielski, Wang, and Yen (2002), websites targeting a broader audience will provide more detailed and diverse information This is because these websites aim to attract customer attention and leverage their information Cheung & et al (2008) observed that messages containing more information and meeting readers' needs are more easily accepted Therefore, we can formulate the fourth hypothesis as follows:
Q4: Consumers perceive that the higher the completeness of e-WOM information, the higher their acceptance of e-WOM information will be
Trustworthiness of the source: Since users can express their opinions online without revealing their identities, readers will determine the credibility of this information Readers will value information if they believe these opinions come from a trustworthy source (Cheung et al., 2008) Therefore, the fifth hypothesis is developed as follows:
Q5: Consumers perceive that the higher the trustworthiness of the e-WOM source, the higher their acceptance of e-WOM information will be.
Brand image
In marketing and brand building, brand image is considered a crucial concept (Zhang, 2015) According to Keller (1993, p.3), "brand image is the consumer's perception of the brand, reflecting the emotional associations, attitudes, and perceptions of brand quality in their minds." This perception process deciphers brand-related information According to Nandan (2005), marketing efforts to create a strong, favorably viewed brand with unique brand associations will form a positive brand image Because the brand plays a significant role in supporting business activities, every business strives to build a strong brand image.
Brand trust
Brand trust is crucial for businesses as it fosters customer loyalty and connects them with the notion of quality To build trust, companies must establish long-term relationships with customers and fulfill their expectations In an online context, brand trust involves confidence and positive anticipations towards a brand By minimizing uncertainty and providing a reassuring environment, businesses can enhance customer trust This trust is essential for maintaining customer loyalty and fostering long-term brand survival.
Relationship between e-WOM Acceptance and Brand Image and Trust
Information acceptance is the process by which an individual intentionally uses that information (Cheung et al., 2008) Acceptance of eWOM is based on social norms or opinions in the online community Information recipients establish eWOM trust during evaluation If consumers perceive a review/comment as credible and useful, they will accept the information and gain confidence to use eWOM before making purchase decisions (Sussman & Siegel, 2003) In Samuel & Lianto's (2014) study, there was a positive relationship between electronic word-of-mouth and brand image When tourists visit a destination, they seek information related to that destination Additionally, Esch et al (2006) affirmed the direct impact of brand image on consumer brand trust, specifically the positive impact of brand image on increasing brand trust
The arguments above form the basis for eWOM's influence on brand image, and brand image acts as a mediating factor in the relationship between eWOM and brand trust Two hypotheses, Q6 and Q7, are proposed as follows:
Q6: Consumers with higher acceptance of e-WOM will perceive a more positive proposed brand image
Q7: Consumers who perceive a more positive proposed brand image will have higher trust in the brand
E-WOM also helps develop long-term brand trust Two studies on factors influencing brand trust (Alam & Yasin, 2010; Ha, 2004) both indicate that WOM communication in the online context can increase brand trust This suggests that brand trust is influenced by e-WOM The eighth hypothesis is proposed as follows:
Q8: Consumers with higher acceptance of e-WOM will have higher levels of trust in the proposed brand.
RESEARCH METHODOLOGY
Building upon prior research by Citrin (2001), Wixom & Todd (2005), Wu & Shaffer (1987), Bambauer Sachse & Mangold (2011), Davis et al (2009), and Delgado-Ballester & Munuera Alemán (2001), the scientific research method employed in this study was developed Utilizing a 5-level Likert scale (1 = completely disagree; 5 = completely agree), the method was designed to yield structured and quantifiable data for analysis.
As a result of this process, 32 observational variables representing eight concepts in the study were identified Subsequently, a large number of tourists (108 individuals) from the local population in Can Tho city participated in the data collection process by completing survey questionnaires The data collection result was 108 response sheets To ensure the reliability of the scale, Cronbach's Alpha tool was used to test and evaluate the internal reliability of the scale Convergence and discrimination of variables were examined through EFA (Exploratory Factor Analysis) and CFA (Confirmatory Factor Analysis) Finally, research hypotheses were tested through a linear structural model, allowing for the evaluation of relationships between observational variables.
RESEARCH RESULTS
Sample description
Among a total of 108 respondents, males accounted for 44.4%, females accounted for 54.6%, and others accounted for 1% The majority of respondents were in the age group of 18-25 (96.3%), with respondents in the age groups of 26-35 and 36-45 each accounting for 1.9% Up to 87% of respondents had a university education, 11.1% had a college education, and postgraduate respondents accounted for 1.9% The majority of respondents were students, accounting for 88%, while the remaining respondents were office workers (1.9%) and business/trading professionals (2.8%), with other occupations accounting for 7.4% Only 2.8% of respondents had incomes above
20 million VND, while the remaining 86.1% had incomes below 10 million VND, and 11.1% had incomes of 10-20 million VND Most respondents used the Internet extensively, with up to 90.7% of respondents using the Internet for over 45 minutes per day, 5.6% using it for 10-20 minutes per day, 2.8% using it for 21-30 minutes per day, and only 0.9% using it for 31-45 minutes per day The two most used forms of e-WOM by respondents were instant messaging and travel news websites Detailed statistics on sample characteristics are presented in Table 1
Scale testing
2.1 Reliability test conducted by Cronbach’s alpha indicator
Performing Cronbach's Alpha analysis for the MD scale The evaluation results show that the Cronbach's Alpha reliability coefficient of the MD scale is 0.898 (greater than 0.6), and all observational variables have statistically significant correlations with the total (Corrected Item - Total Correlation) greater than 0.3 Thus, the scale demonstrates good reliability, and the observational variables effectively explain the MD factor
Performing Cronbach's Alpha analysis for the DL scale similar to the MD scale, the evaluation results show that the Cronbach's Alpha reliability coefficient of the DL scale is 0.855 (greater than 0.6), and all observational variables have statistically significant correlations with the total (Corrected Item - Total Correlation) greater than 0.3 Thus, the scale demonstrates good reliability, and the observational variables effectively explain the DL factor
The Cronbach's Alpha analysis for the CX scale yielded a reliability coefficient of 0.917, indicating strong reliability All observational variables exhibited statistically significant correlations with the total score (Corrected Item-Total Correlation > 0.3) This suggests that the CX scale effectively measures the customer experience factor, as the individual items contribute significantly to the overall construct.
Performing a Cronbach's Alpha analysis for the DD scale similar to the MD scale, the evaluation results showed that the Cronbach's Alpha reliability coefficient of the DD scale was 0.871 (greater than 0.6), and all observed variables had a statistically significant correlation with a total correlation greater than 0.3 Thus, the scale demonstrates good reliability, and observed variables effectively explain the DD factor
Performing a Cronbach's Alpha analysis for the TN scale similar to the MD scale, the evaluation results showed that the Cronbach's Alpha reliability coefficient of the TN scale was 0.876 (greater than 0.6), and all observed variables had a statistically significant correlation with a total correlation greater than 0.3 Thus, the scale demonstrates good reliability, and observed variables effectively explain the TN factor
Performing a Cronbach's Alpha analysis for the EW scale similar to the MD scale, the evaluation results showed that the Cronbach's Alpha reliability coefficient of the EW scale was 0.898 (greater than 0.6), and all observed variables had a statistically significant correlation with a total correlation greater than 0.3 Thus, the scale demonstrates good reliability, and observed variables effectively explain the EW factor
The Cronbach's Alpha analysis revealed good reliability for the HA scale, with a coefficient of 0.836 All observed variables strongly correlated with the total, exceeding a threshold of 0.3 This indicates that the HA scale effectively measures the underlying HA construct and its observed variables capture the construct's essence.
Finally, performing a Cronbach's Alpha analysis for the NT scale similar to the MD scale, the evaluation results showed that the Cronbach's Alpha reliability coefficient of the NT scale was 0.912 (greater than 0.6), and all observed variables had a statistically significant correlation with a total correlation greater than 0.3 Thus, the scale demonstrates good reliability, and observed variables effectively explain the NT factor
The reliability of the scale falls within the range of 0.836 to 0.917, meeting the criterion of being greater than 0.6 (Nguyen Dinh Tho, 2014), ensuring the reliability of the scale The results of the first EFA analysis show a Kaiser-Meyer-Olkin (KMO) measure of sampling adequacy of 0.940 (> 0.5), and a significant Bartlett’s Test of sphericity with a p-value of 0.000 (< 0.05), indicating that the exploratory factor analysis (EFA) is appropriate The EFA results identified three factors formed from 32 observed variables extracted, with eigenvalues greater than 1 and a total cumulative variance of 68.843% (> 50%), and there were no changes in the observed variables compared to the original concept
Table 2: Reliability test results and factor analysis
Observation variables Extraction variance √AVE Cronbach's
MD1 The information from e-WoM is relevant to my information need 1 0.747
MD2 I found that there was a match between the information that e-W provided and my information needs 0.92 0.745
MD3 The information from e-WoM can be used to answer my questio about certain travel issues 1.04 0.803
Observation variables Extraction variance √AVE Cronbach's
DL1 The content of the e-WoM strictly represents current tourist information 1 0.71
DL2 I usually get answers to my questions right away 1.05 0.799
DL3 The content that people communicate with each other is always date 0.97 0.754
Observation variables Extraction variance √AVE Cronbach's
CX1 The information from e-WoM is highly accurate and consistent 1 0.819
CX2 The information from e-WoM represents reality 1 0.792
CX3 The information from e-WoM is reliable 1 0.761
Observation variables Extraction variance √AVE Cronbach's
DD1 The information from e-WoM was sufficient for my information need 11 0.794
In addition to the main information I was looking for, e-WoM also provided other fringe information that was relevant to my informati needs
DD3 I think the information from e-WoM can meet all my travel informati needs 1.05 0.806
DD4 I think the travel knowledge that e-WoM provides is broad and de enough 1.15 0.844
Observation variables Extraction variance √AVE Cronbach's
Alpha CFA EFA Credibility of Sources (Wu and Shaffer, 198 0.876
TN1 I assume that e-WoM participants are knowledgeable in evaluati travel services 1 0.799
TN2 I think that evaluative e-WoMs are often created by experts who evaluate the quality of tourism services 0.92 0.768
TN3 I suppose e-WoM participants can be trusted 0.93 0.797
TN4 I assume that the e-WoM participants are honest 0.96 0.763
Observation variables Extraction variance √AVE Cronbach's
EW1 I often use e-WoM to make comparisons between travel brand 0.96 0.740
EW2 To ensure choosing the right quality travel brand, I often use information from e-WoM 0.88 0.781
EW3 To ensure choosing the right quality travel brand, I often use information from e-WoM 0.88 0.752
EW4 I often compile e-WoM to get information before choosing a cert travel service 0.89 0.685
EW5 The information from e-WoM motivated me to make a decision choose a certain travel brand 1.09 0.801
EW6 The information from e-WoM creates confidence when choosing certain travel brand 1 0.797
Observation variables Extraction variance √AVE Cronbach's
The Acceptance of e-WoM Information
HA1 The recommended brand from e-WoM is of superior quality wh compared to other brands 1 0.763
HA2 The recommended brand from e-WoM has a long history in th industry 0.89 0.737
HA3 I can easily imagine the responsiveness that the recommended from e-WoM brings 0.92 0.821
Observation variables Extraction variance √AVE Cronbach's
Alpha CFA EFA The Acceptance of e-WoM Information
NT1 The recommended brand from e-WoM provides travel services o consistent quality 1.09 0.749
NT2 The recommended brand from e-WoM always supports its servic issues well 1.09 0.840
NT3 The recommended brand from e-WoM offers services tailored to needs 1.03 0.806
NT4 The recommended brand from e-WoM always cares about custom satisfaction 0.97 0.778
NT5 I feel the brand's travel service recommended from e WoM is valua0.88 0.753
NT6 The recommended brand from e-WoM always receives custome opinions to create suitable travel services 1 0.759
CFA analysis is conducted to validate the values of the scale All factor loadings are above 0.599, meeting the standard of being greater than 0.5 (Hair et al., 2010), thus indicating convergent validity of the scale
Factor analysis results in factor loadings, presented within a rotation matrix table Loadings above 0.5 indicate convergence, and to ensure discriminant validity, the difference between the largest and second-largest loadings in a row must be at least 0.3 units If these criteria are not met, the variable should be removed and factor analysis performed again to ensure the reliability of the results.
In theoretical terms, there are various thresholds for factor loading According to Hair et al (1998), factor loading is a criterion for ensuring the practical significance of EFA (exploratory factor analysis) Factor loadings >0.3 are considered to meet the minimum requirement, >0.4 are deemed important, and >=0.5 are considered practically significant Hair et al (1998) also advise the following: if the criterion for factor loading >0.3 is chosen, your sample size should be at least 350 If your sample size is around 100, you should consider a criterion of factor loading
>0.55 (usually rounded to 0.5), and if your sample size is around 50, factor loading should be
- MD (Relevance) consists of 3 observed variables
- DL (Timeliness) consists of 3 observed variables
- CX (Accuracy) consists of 3 observed variables
- DD (Completeness) consists of 4 observed variables
- EW (Acceptance of Information) consists of 6 observed variables
- HA (Brand image) consists of 3 observational variables.- NT (Brand Trust) consists of 6 observed variables CFA analysis is performed to verify the values of the scale All factor load factors are 0.599 or higher, meeting a standard greater than 0.5
Confirmatory Factor Analysis (CFA) is conducted to assess the values of the measurement scale All factor loadings are above 0.599, meeting the standard of being greater than 0.5, thus indicating convergent validity of the scale
Multivariate regression is an extension of simple linear regression It is used when we want to predict the value of a variable based on the values of two or more other variables The variable we want to predict is called the dependent variable (or sometimes the outcome, target, or criterion variable) The variables we are using to predict the value of the dependent variable are called independent variables Multivariate regression also allows you to determine the level of contribution - whether it's high, low, or non-existent - of each factor to the variation in the dependent variable
Structural Equation Modeling (SEM)
Looking at the Coefficients table above, testing the hypotheses using SPSS software: the values in the Sig column for the variables DD and TN are both below 005, indicating that these two independent variables have statistically significant effects on the dependent variable On the other hand, the variables MD, DL, and CX have Sig values above 005, indicating that these variables do not have a significant impact on the dependent variable
This means that both hypotheses are accepted Looking at the B coefficient, it can be explained as follows: for example, the B coefficient of DD is 0.415, which means that when the DD variable increases by 1 unit, the EW variable increases by 0.415 units Furthermore, we can compare and determine the degree of influence of the factors: the factor with a larger B coefficient can be considered to have a higher level of influence compared to other factors in the research model From the regression coefficients, we can construct a multivariate regression equation: Y = β0 + β1X1 + β2X2 + … + βnXn + e => EW = 0.450DD + 0.28TN + 0.531
The SPSS software's Coefficients table reveals that the independent variable significantly impacts the dependent variable HA, as evidenced by the significance value (Sig.) for the variable EW being less than 005.
For the dependent variable NT, testing Sig at the variables EW and HA, both are below 0.005, also indicating that these independent variables have statistically significant effects on the dependent variable.
Discuss Results
The study emphasizes the importance of trust in the source of information in accepting e-WoM (electronic Word-of-Mouth), while highlighting the differences between traditional and online communication environments While information quality is more critical in traditional communication, trust in the information source takes precedence in the online environment Other factors such as relevance and accuracy of information also significantly influence the acceptance of e-WoM
However, it's essential to note that information recipients sometimes don't blindly agree with every piece of advice Consistency with their subjective beliefs plays a crucial role in accepting information from e-WoM sources The study also analyzes the roles of factors such as timeliness and completeness in evaluating e-WoM information In the restaurant and food industry, completeness of information is considered more important, whereas in the tourism sector, timeliness may not be as critical as in other industries
Brand image plays a crucial role in the interplay between e-WoM acceptance and brand trust While e-WoM acceptance provides suggestive brand information, brand image serves as a repository of long-term brand-related knowledge Notably, brand image exerts a stronger influence on brand trust than the direct acceptance of e-WoM Thus, e-WoM acceptance facilitates the formation of brand image, which in turn influences consumer trust.
Overall, the study elucidates several important factors in accepting e-WoM information and its relationship with brand trust, while also emphasizing the differences between business sectors and the application of different principles in evaluating information from e-WoM
The validation table eliminates hypotheses
Independent variables Subordinate variables Accept Reject
MD1 The information from e-WoM is relevant to my information needs Reject
MD2 I found that there was a match between the informa that e-WoM provided and my information needs Reject
MD3 The information from e-WoM can be used to answ my questions about certain travel issues Reject
Independent variables Subordinate variables Accept Reject
DL1 The content of the e-WoM strictly represents curren tourist information Reject
DL2 I usually get answers to my questions right away Reject
DL3 The content that people communicate with each othe always up to date Reject
Independent variables Subordinate variables Accept Reject
CX1 The information from e-WoM is highly accurate and consistent Reject
CX2 The information from e-WoM represents reality Reject
CX3 The information from e-WoM is reliable Reject
Independent variables Subordinate variables Accept Reject
DD1 The information from e-WoM was sufficient for my information needs Accept
In addition to the main information I was looking for, e
WoM also provided other fringe information that was relevant to my information needs
DD3 I think the information from e-WoM can meet all my travel information needs Accept
DD4 I think the travel knowledge that e-WoM provides is broad and deep enough Accept
Independent variables Subordinate variables Accept Reject
TN1 I assume that e-WoM participants are knowledgeable evaluating travel services Accept
TN2 I think that evaluative e-WoMs are often created by experts who evaluate the quality of tourism services Accept
TN3 I suppose e-WoM participants can be trusted Accept
TN4 I assume that the e-WoM participants are honest Accept
Independent variables Subordinate variables Accept Reject
EW1 I often use e-WoM to make comparisons between trav brands Accept
EW2 To ensure choosing the right quality travel brand, I ofte use information from e-WoM Accept
EW3 To ensure choosing the right quality travel brand, I ofte use information from e-WoM Accept
EW4 I often compile e-WoM to get information before choosing a certain travel service Accept
EW5 The information from e-WoM motivated me to make decision to choose a certain travel brand Accept
EW6 The information from e-WoM creates confidence whe choosing a certain travel brand Accept
CONCLUSIONS
This article has demonstrated the linear relationship between the acceptance of e-WoM information and the factors of information quality, source credibility, and brand image and trust Notably, the credibility of the information source has the most significant impact on the acceptance of e-WoM information Two other critical factors are the relevance and accuracy of the information The relationship between the acceptance of e-WoM information and brand image and trust has also been established As acceptance of e-WoM information increases, customers' perceptions of brand image and trust also increase When customers have a more positive perception of the brand image, their level of trust in the brand also increases
The purpose is to enhance the quality of the information exchange environment: while trust in the information source plays a crucial role in accepting e-WoM, the observed statistical data for this concept is lower than average This indicates a certain level of caution and skepticism among customers when it comes to the information they receive through online word-of-mouth To build trust among e-WoM participants in the uncertain realm of the Internet, businesses must prioritize minimizing the risks associated with information reception By creating a responsive environment
Independent variables Subordinate variable Accept Reject
HA1 The recommended brand from e-WoM is of superior quality when compared to other brands Accept
HA2 The recommended brand from e-WoM has a long hist in the industry Accept
HA3 I can easily imagine the responsiveness that the recommended brand from e-WoM brings Accept
32 with low risks and transparent reputation evaluation systems for members, businesses can enhance both the credibility of information creators and the overall quality of the information they produce
Promote participation in e-WoM through social media: social media platforms have extensive interactive reach and rapid information dissemination, making them an environment where e- WoM tools can be effectively applied However, the sample statistical results show that the level of participation in discussions related to tourism issues is not too high Mekong Delta travel companies seem to only create websites (fan pages) following the trend on the largest social media platform, Facebook, and do not focus on developing their websites By contrast, much more positive information exchange participation occurs on fan pages and groups about news and travel reviews The posts on these two pages mainly relate to the history, formation of destinations, or unique and exciting experiences when participating in activities only available there Posts on business websites should not contain commercial information; instead, they should stimulate customers' curiosity and exploration, encourage them to participate positively in e-WoM, and encourage their friends to join
Use e-WoM when developing short-term brand strategies: the study results show that e-WoM has a greater impact on brand trust than brand image, and brand image also has a greater impact on brand trust Therefore, when implementing short-term brand development strategies, travel companies should use e-WoM During e-WoM participation, businesses must orient their communication content and topics based on creating relevant "linking suggestions" related to their brand For these "linking suggestions" to be accepted, the content must be clearly conveyed, easily understood, and related to the brand's identity, ensuring that customers will positively retain impressions of the brand in their minds
Limitations and future directions of the research: The study did not focus on a specific type of e-WoM, which may lead to inconsistent responses from respondents because each type of e-WoM, such as online community, review website, travel news website, etc., has its own characteristics Therefore, for more consistent results, future research should classify studies related to specific types of e-WoM
The study has achieved certain results, but it still has some limitations:
- Firstly, the results may only be reasonable within the study space in some urban areas in Southern Vietnam, including central cities like Can Tho
- Secondly, the results of the study are limited by the number of participants The majority of participants are aged 18 to 25 and have incomes below 10,000,000 VND Additionally, the majority of 88% of participants are students, and the majority are at university
With these issues, the authors hope that future research will make progress in the field, especially in the area of online commerce.