THE ROLE OF MEDIATING VARIABLES OF EMOTIONAL AND EPISTEMIC VALUES: A CASE STUDY OF VIETNAM

The purpose of this paper is to determine the effect of symbolic risk consumption on e-word of mouth (EWOM) with emotional value and epistemic value as mediating variables. The population are visitors who carried out adventure activities in Vietnam, with 365 tourists as the sample. Hypotheses are tested using structural equation modeling. The results show that the epistemic value has the most dominant influence on EWOM activities while self-risk consumption does not have an impact, however, it has the most impact on the experience value perceived by tourists.