Volume 4 | Issue 9 | 2021

Corresponding Author Affiliation*:  School of International Business and Economics, Foreign Trade University, Vietnam

Abstract:

The emergence of online communities and social media has gradually transformed the way society works. It has motivated people to generate and spread electronic word of mouth (EWOM) intentionally and unintentionally. Today, people and consumers move from passive information receivers to more active experiencers. This research aims at understanding the nature of customer acceptance, intention to forward EWOM messages, and the impacts of volume, valence, source credibility, and homophily on these mentioned behaviors. An online structured questionnaire and PLS-SEM statistical technique were used to test. The results from the data analysis of 367 respondents showed significance and positivity in all examined relationships. The acceptance of the EWOM message has a substantial impact on the intention to forward it. The EWOM acceptance was influenced by all proposed independent factors, whereas the forwarding intention was determined by three factors of source credibility, homophily, and acceptance of EWOM.

Keywords: Electronic Word of Mouth, Content Quality, EWOM Volume, EWOM Valence, Source Credibility, Homophily, Acceptance of EWOM, Forwarding Intention of EWOM