| dc.description.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. | en_US |
