The effects of online credible review on brand trust dimensions and willingness to buy : evidence from Vietnam consumers

This study investigated the relationship between source, receiver, review quality, review sidedness, review consistency, online credible review, reliability, intentionality, and willingness to buy the electric consumers in Vietnam. This study performed structural equation modeling (SEM). A total of 427 valid respondents were used in this research. The findings indicated that sources, receiver review, review quality, review sidedness, and review consistency have positive effects on online credible review. Moreover, it found that online credible reviews had a significantly positive influence on the intentionality and reliability of brand trust. This research also illustrated that intentionality and reliability have a significant impact on willingness to buy. From academic contributions in this research, it has a variety of important indicators of online review credibility. Therefore, marketers should be mindful of the leading position played by periphery signals and focus on taking advantage of the latter to keep improving the credibility of the assessment process.