Credibility of electronic word-of-mouth: Informational and normative determinants of on-line consumer recommendations
Journal
International Journal of Electronic Commerce
Journal Volume
13
Journal Issue
4
Pages
9-38
Date Issued
2009
Author(s)
Abstract
Abstract 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. Keywords: CredibilityeWOMinformational and normative influenceon-line consumer discussion forum
Type
journal article