Credibility of Electronic Word-of-Mouth: Informational and Normative Determinants of On-line Consumer Recommendations
Credibility of Electronic Word-of-Mouth: Informational and Normative Determinants of On-line Consumer Recommendations
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DOI：
10.2753/jec1086-4415130402
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发表时间：
2009-06-01
影响因子：
5
通讯作者：
Chen, Huaping
中科院分区：
文献类型：
--
作者：
Cheung, Man Yee;Luo, Chuan;Chen, Huaping
通过考察在线消费者推荐可信度的信息性和规范性决定因素，口碑(WOM)研究扩展到在线环境(EWOM)。对中国一个在线消费者讨论论坛的用户进行的一项调查证实了这些决定因素的影响，尽管事后的分析显示，先前的知识和参与程度对其中一些影响是适度的。对研究和实践的意义进行了讨论。
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.