A Model of Trusted Video Word of Mouth (vWOM) Factors that Can Influence Purchase Intention

Abstract

The culture of online shopping has evolved as more people turn to video word of mouth (vWOM) before making a purchase decision. vWOM is referred to online product reviews using a video-based format. The vWOM was created by reviewers to share their experience and information with other customers. Therefore, customers who seek information about particular product can watch vWOM to know the reviewer's experience. However, there is a lack of attention on how the information conveyed through vWOM can be trusted and influence purchase intention. Due to that, this study identifies the factors of trusted vWOM in influencing purchase intention through literature review. Therefore, there are seven vWOM factors identified, which consists of informative, credible, perceived transparency, perceived benefit, expertise, attractiveness, and perceived emotion. All the selected vWOM factors are calculated using formula and only factors that achieve weight of factor 0.5 and above are selected. Next, the definition of trust is applied in this study in order to analyse all the vWOM factors to make sure it is trusted. The three components of Rhetoric Theory which are Logos, Pathos and Ethos have also been identified as the underpinned theory in this study. Before developing a model, this study mapping the trusted factors of vWOM to the components of Rhetoric Theory. The vWOM factors categorized under Logos are informative, credible, perceived benefit, and perceived transparency. While facial expression and tone of voice factors are categorized under Pathos. Expertise and attractiveness are categorized under Ethos. The finding of this study is a model of the trusted vWOM that can influence the purchase intention and its hypothesis.