Towards the adoption of electronic word of mouth in social commerce

With the emergence of social commerce and online networking, it has additional useful information to share their perspectives on the internet. Much the same as the word of mouth share in this present reality, the electronic word of mouth (eWOM) exist in the essential communities and plays further significant responsibility in customers' day to day activities. It is also being used as a tool of e-promoting for some organizations. Therefore, understanding how consumers adopt eWOM becomes very important issues. The aim of this research is to examine the influence affecting factors of consumer adoption of eWOM in social commerce, and how individual utilize the online reviews information contained. The model of this study was developed using dual process which involve information adoption model (IAM) to examine the factors affecting consumer adoption of eWOM in social commerce. The result from the literature shows that eWOM adoption in social commerce relies on accuracy, sufficiency, validity & understandability of an argument quality and also competence, trustworthiness & experience depends on source credibility. Moreover, in the relationship between source credibility and the information usefulness the moderating influence of recommendation consistency exist.