| dc.description.abstract | With the growth of e-commerce, online consumer evaluation have increasingly
become integral sources of information, especially with business websites that help
consumers in their purchase intention. However, almost the stream of online usergenerated
reviews have caused information overload, making consumers confused to
choose reliable source. For an online retail market to succeed, it is important to lead
product reviewers to be reliable, relevant, understandable, and for consumers to get
helpful reviews more easily by figuring out the factors determining the helpfulness of
them. For this research, selected data were collected from people have been used
Foody.vn – the largest food sites in Vietnam. Our studies mainly focues on these
principal elements: Information consistency, evaluation content, evaluation rating,
evaluation trustworthiness which results in the influence on the value of online user
assessment. Our findings provide new perspectives to online market owners on how
to manage online reviews on their Web sites. Quantitative research will be the main
methodology applied in this study with the sample size accounted at 312 processing in
Explanatory Factors Analysis and deeply exploiting by Structural Equation Modeling
method. The outcomes highlights the significant initial effect of independent
dimensions information consistency, evaluation content, evaluation rating, evaluation
trustworthiness, and evaluation value toward consumer awareness as well as towards
purchasing intention of millennials in Vietnam, specifically in Ho Chi Minh City.
According, there are several recommendations suggested to solve problems for Foody
individually and Food services in Vietnam in general speaking. | en_US |
