Information Overload and the Acceptance of Electronic Word-of-Mouth (eWOM) of Consumers in Viet Nam

The study is conducted to test the informational influences in the context of information overload on the acceptance of online reviews (a kind of eWOM) in Viet Nam – a case study in Ho Chi Minh city. Using adjustment techniques, inspecting the scales and a theoretical model represent the relationship among the influential factors. The research is based on a sample of 502 consumers who use the Internet to search for online reviews before buying and use Structural Equation Modeling (SEM) to test the relationships among the variables. The study results show that the scales of the variables: Message Quality, Source Credibility, Perceived Message Usefulness, Perceived Ease of Use, Message Acceptance attain the validity and reliability in the research. The results also show Perceived Message Usefulness, Message Acceptance are directly and indirectly affected by Message Quality, Source Credibility, and Perceived Ease of Use.