Investigating The Relationship Of Factors Of Communication On The Processing Of Ewom (Electronic Word-Of-Mouth): From A Receiver's Perspective

Abstract

Electronic word-of-mouth (eWOM) gives regular consumers more influence by enabling them to express their opinions about goods and services to complete strangers. Thus, There's tremendous research investigating the EWOM specification. However, they overlook the foundation of construction to lead to the eWOM effect. This research focuses on investigating the effect of core characteristics on the eWOM effect and its mutual effect as well as moderation effect between these characteristics. This research uses a quantitative method by using 303 respondents in Vietnam through an online survey to evaluate and verify the suggested study model. Examining the relationship between factors influencing eWOM, with an emphasis on the degree of mutual effect, in conjunction with this moderator association, is likely to pique the curiosity of other researchers interested in doing more research on this issue in the future.