The Effect Of Online Reviews On Perceived Credibility And Review Adoption Of Customer: The Case Of Traveloka Vietnam
Abstract
This study focuses on determining the extent to which the normative and
informational characteristics of online reviews can lead to the possibility of online
reviews' credibility, which resulted in the review adoption of Vietnamese users on
Traveloka, one of the rapidly growing online travel e-commerce platforms. By
exploring the informational and normative drivers of the perceived credibility of
online reviews, this research intends to examine the online context. A quantitative
technique was used to conduct the study, and 230 survey answers yielded 202
qualifying data. In order to assess the outer and inner models as well as the model fit
of the framework, this study applied the Partial Least Squares (PLS) method of the
Structural Equation Modeling (SEM) approach.
The empirical results have demonstrated that the characteristics of online
reviews (informational and normative) may increase the credibility of online reviews,
which can encourage potential Vietnamese users of Traveloka to embrace new
information. The study has also added to the body of knowledge regarding e-reviews
by applying certain notable normative cues to the setting of the internet travel industry.
The research has also reinforced the need of applying the Information Adoption
Model (IAM) and Dual-process Theory proposed by Sussman and Siegal (2003).
However, some limitations still remain as a result of the research's sample and
methodologies.
Finally, the study results have revealed that informational and normative
influences of online reviews can generate the perceived credibility of customers
significantly, leading to the adoption of reviews; and also have provided
recommendations that might be helpful for Traveloka and other travel-related
businesses in increasing Vietnamese awareness.