The Impact Of Source Credibility And Risk Reduction On Vietnamese Customer's Information Adoption-A Case Of Technology Review Channels On Youtube

Abstract

Thanks to the rapidly development of social media platforms, customers tend to seeking information about one product or service in the Internet before making any decisions. The purpose of this research is evaluate the impact of source credibility and risk reduction to Vietnamese customers’ information adoption mediated by argument quality and information usefulness with a specific case – watching technology product review video on YouTube. Based on this study, 306 valid respondents were taken through questionnaire with the requirement as Vietnam citizen who have watched review video before. The collected data is analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM) techniques which used SmartPLS 4 application. After discussing the relationship between source credibility’s factors, risk reduction and information adoption, the results shown that there are 15 supported possitive affects and 6 rejected direct effects. Moreover, 8 mediated relationships are also supported by the results. Based on the data analysis, the consideration of reliable information in product review videos on YouTube positively influences risk reduction and impacts the adoption of information. As a result, brands can choose a fit technology product review partner when evaluating some acceptavle factor of research’s achievement. This research also benefits brands as they can implement marketing strategies by evaluating factors of credibility and selecting reputable ambassador to reach potential consumers in the future.