Nowadays, User Generated Content (UGC) influences consumers profoundly in their decision-making. UGC is more credible than advertising as common users generate it. The influencing power traditionally held by enterprises has shift to consumers dramatically. Current research mostly focus on the changes in consumer behavior after adoption of UGC, ignoring the source—factors that influence customers to choose and adopt certain UGC information, especially those related to social media platform features, emotion and attitude. Based on Information Adoption Model (IAM), this study introduces two types of trust and platform feature related factors to construct a new theoretical model, to comprehensively interpret information adoption behavior in service industry, aiming to provide theoretical contributions by extending IAM and according theory in new research settings.