The credibility and attribution of online reviews
Purpose: To understand the effectiveness of electronic word of mouth, the purpose of this paper is to examine how high- vs low-knowledge consumers judge and attribute the credibility of positive and negative online reviews by drawing upon accessibility–diagnosticity theory and attribution theory. Design/methodology/approach: This study conducts an observation-based study in an online forum and a 2 (review valence) × 2 (consumer knowledge) between-participants factorial experiment to examine the proposed hypotheses. Findings: High-knowledge consumers elicit less perceived credibility and make more non-product-relevant attribution than low-knowledge consumers in negative online reviews. Consumer attribution is also found to mediate the effects of the review valence by consumer knowledge interaction on review credibility. Originality/value: This study adds to extant research by examining how consumer knowledge plays a key role in determining consumer perception of online review credibility. This study also advances the understanding of different casual inferences about online reviews between high- and low-knowledge consumers.
Year of publication: |
2018
|
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Authors: | Chiou, Jyh-Shen ; Hsiao, Cheng-Chieh ; Chiu, Tien-Yi |
Published in: |
Online Information Review. - Emerald, ISSN 1468-4527, ZDB-ID 2014462-3. - Vol. 42.2018, 5 (10.09.), p. 630-646
|
Publisher: |
Emerald |
Saved in:
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