Internet has let the intensive growth in video sharing website, such as YouTube and MySpace. Consumers thus have different ways to post review and also to watch review from other users. Based on Nielsen (2011) report, apart from reviews that using text to share information, recommendations and opinions, a video review that user-generated is believed to worth a thousand reviews. Video delivers demonstration and an emotional connection with the reviewer that text cannot match. The objective of this study is to investigate how user generated video reviews effect the consumption decision. By discovering which factors encourage information adoption we use the Structure Equation Modeling (SEM) to find key factors. Discerning the most motivating aspects of information adoption in particular, this study could help online marketers to do better promotion for their brand on internet platform and help to pave the way for future research on the topic.
