Abstract
Based on the theories of information adoption and brand enhancement, this chapter explores the key factors impacting the electronic word-of-mouth (e-WoM) adoption and the consequent effects on brand image and trust of e-retailers in the Vietnamese tourism industry. The relationship between such information adoption and the development of the brand will therefore be investigated. Data were collected from 272 tourists from four of the biggest cities in Vietnam: Ho Chi Minh, Nha Trang, Da Nang and Hanoi. Factor analysis and the SEM (structural equation modelling) model were implemented and utilised to assess and analyse the dataset. Ultimately, information relevance, accuracy and source credibility were paramount when discerning the influence of the e-WoM adoption. The influence of brand image in the relationship between e-WoM adoption and brand trust will further be examined.
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