| dc.contributor | 國貿系 | |
| dc.creator (作者) | 邱志聖 | |
| dc.creator (作者) | Jyh-Shen Chiou | |
| dc.creator (作者) | Hsiao, Cheng-Chieh | |
| dc.creator (作者) | Chiu, Tien-Yi | |
| dc.date (日期) | 2018-07 | |
| dc.date.accessioned | 26-Feb-2020 15:22:36 (UTC+8) | - |
| dc.date.available | 26-Feb-2020 15:22:36 (UTC+8) | - |
| dc.date.issued (上傳時間) | 26-Feb-2020 15:22:36 (UTC+8) | - |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/128738 | - |
| dc.description.abstract (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) × 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. | |
| dc.format.extent | 1128822 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.relation (關聯) | Online Information Review, Vol.42, No.5, pp.430~464 | |
| dc.title (題名) | The credibility and attribution of online reviews: Differences between high and low product knowledge consumers | |
| dc.type (資料類型) | article | |
