Influences of online reviews quality and overall product ratings on information adoption on e-commerce platforms: Elaboration likelihood model (ELM) approach.

Abstract

The outstanding development of e-commerce in Vietnam market, online trading platforms have provided customers with a platform to evaluate products, share information with each other to create e-WOM. Information from online reviews and a product's average star ratings play an important role in our purchasing decision process. However, the process of receiving and processing information of online customers has not been studied extensively and is still unclear. Therefore, this study built a model to test how information quality and overall product ratings affect information adoption through central route and peripheral route (ELM) on e-commerce platforms. The team used structural modeling and regression analysis to test the proposed hypotheses. The results showed that information quality (content, utility and expression) and overall product had a positive influence on information adoption through perceived information diagnosticity and perceived ratings of information credibility.