Journal
INTERNATIONAL JOURNAL OF ELECTRONIC COMMERCE
Volume 13, Issue 4, Pages 9-38Publisher
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.2753/JEC1086-4415130402
Keywords
Credibility; eWOM; informational and normative influence; on-line consumer discussion forum
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Funding
- City University of Hong Kong [9041289]
- Research Grants Council of Hong Kong [CityU 149107]
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Word-of-mouth (WOM) study is extended to the on-line context (eWOM) by examining the informational and normative determinants of the perceived credibility of on-line consumer recommendations. A survey of users of an on-line consumer discussion forum in China substantiated the effects of the determinants, although post-hoc analyses revealed that prior knowledge and involvement level moderate some of them. Implications for research and practice are discussed.
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