A model of trusted factors of video Word of Mouth (vWOM) in social commerce

Abstract

In this digital era, many people often searching information before make purchase decision. The vWOM might be considered as resources for customer to searching beneficial information that can increase customer trust to purchase online. However, there is still less study conducted about what is significant attributes of vWOM that make them effective in influence purchase intention. This study identified trusted factors of vWOM that can influence purchase intention and also identified a suitable theory for develop a model of trusted factors of vWOM. Therefore, this study identify Rhetoric theory is suitable theory and developed a conceptual model of trusted factors of vWOM in social commerce which consists of seven factors which is informative, credible, perceived transparency, perceived benefit, perceived emotion, expertise and attractiveness. All the factors identified are categorized under definition of each Rhetoric theory’s elements.