eWOM source credibility, perceived risk and food product customer's information adoption

This study examined the relations between source credibility of eWOM (electronic word of mouth), perceived risk and food products customer's information adoption mediated by argument quality and information usefulness. eWOM has been commonly used to refer the customers during decision-making process for food commodities. Based on this study, we used Elaboration Likelihood Model of information adoption presented by Sussman and Siegal (2003) to check the willingness to buy. Non-probability purposive samples of 300 active participants were taken through questionnaire from several regions of the Republic of China and analyzed the data through structural equation modeling (SEM) accordingly. We discussed that whether eWOM source credibility and perceived risk would impact the degree of information adoption through argument quality and information usefulness. It reveals that eWOM has positively influenced on perceived risk by source credibility to the extent of information adoption and, for this, customers use eWOM for the reduction of the potential hazards when decision making. Companies can make their marketing strategies according to their target towards loyal clients' needs through online food- product forums review sites.