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https://ah.lib.nccu.edu.tw/handle/140.119/120837
題名: | The credibility and attribution of online reviews Differences between high and low product knowledge consumers | 作者: | Chiou, Jyh-Shen 邱志聖 Hsiao, Cheng-Chieh Chiu, Tien-Yi |
貢獻者: | 企管系 | 關鍵詞: | Attribution; Electronic word of mouth; Consumer knowledge; Review credibility | 日期: | 2018 | 上傳時間: | 7-Nov-2018 | 摘要: | 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) x 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. | 關聯: | ONLINE INFORMATION REVIEW, 42(5), 630-646 | 資料類型: | article | DOI: | http://dx.doi.org/10.1108/OIR-06-2017-0197 |
Appears in Collections: | 期刊論文 |
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