The effects of Vlog"s online review on customer purchasing intention: an Elaboration Likelihood Model

With the increasingly development of the use of social commerce, the internet word-of-mouth marketing has become one of the key factors driving the expansion of the social commerce market and the growth of consumer purchases. This study adopted Elaboration Likelihood Model(ELM) to measure the impact of information quality and source credibility of online reviews about hotel posted on Vlogs on purchase intention, especially the accuracy, abundance of information quality, expertness and popularity of source credibility. In the meanwhile, to confirm the significant role of customer response in the process of making purchase intention. The result of this study suggested that online image reviews posted on Vlogs stimulate consumer affective response and cognitive response, which have a positive impact on purchasing intentions. In addition, this study has shown that consumers care more about sources credibility of review than information quality when making purchasing decisions.