Bayesian Consideration for Trust in Ewom: Evidence from Vietnam

The chapter discovers elements influencing trust in electronic word of mouth when using the goods and services of shopping malls through variables: information quality, care information, social influence, and perceived risk awareness. We gathered the data for the study from highly reliable information sources and primary data collected through a survey of 180 clients. Through research results show that most customers are most concerned with the factors of quality of information and perceived risk of trust in electronic word of mouth (eWOM). Based on the analysis results received, please give some solutions and recommendations to contribute a small part of your opinion on the development of optimal power and enhanced power of electronic word of mouth to Shopping malls in competitive conditions between banks higher and higher today. Finally, the author presents the research implications for administrators and the next research direction. Previous studies revealed that using linear regression. The paper uses the optimum selection by Bayesian consideration for Trust in power and enhanced power of electronic word of mouth.