The Influence of Peer Reviews on Source Credibility and Purchase Intention

Electronic Word of Mouth (eWOM) is information shared on the Internet about a product, which allows people to receive information from others they may not otherwise encounter. Online product reviews are a type of eWOM where a user posts a comment about a product and selects an image to represent the self. The perception of the image and the text in the product review can influence source credibility and the perception of the product, as well as the likelihood that someone will purchase the product. This study examines the effect of the product reviews and their different images and text on perceived credibility, source trustworthiness and purchase intention. Consistent with predictions based on the information processing theory, perceived anthropomorphism influences perceived credibility, source trust, and purchase intention.