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

Hairudin, Humaira and Mohamed Dahlan, Halina (2022) A model of trusted factors of video Word of Mouth (vWOM) in social commerce. Lecture Notes on Data Engineering and Communications Technologies, 127 (NA). pp. 541-550. ISSN 2367-4512

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Official URL: http://dx.doi.org/10.1007/978-3-030-98741-1_44


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.

Item Type:Article
Uncontrolled Keywords:Purchase intention, Video word of mouth, vWOM
Subjects:H Social Sciences > HF Commerce
Divisions:International Business School
ID Code:99990
Deposited By: Widya Wahid
Deposited On:29 Mar 2023 14:12
Last Modified:29 Mar 2023 14:12

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