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Business & Information Systems Engineering
Erschienen in: Business & Information Systems Engineering 3/2013

01.06.2013 | Research Paper

In eWOM We Trust

A Framework of Factors that Determine the eWOM Credibility

verfasst von: Dr. Bettina Lis

Erschienen in: Business & Information Systems Engineering | Ausgabe 3/2013

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Abstract

Electronic word-of-mouth (eWOM) is an important factor in marketing communication. As more people use eWOM to assist them in making purchase decisions, the process by which they evaluate the credibility of these online recommendations becomes increasingly relevant. Although previous studies have recognized that credibility is one of the most important antecedents of eWOM adoption, little is known about the drivers of this credibility. Thus, this paper examines factors that influence the perceived credibility of consumer online recommendations. Drawing on dual process theory and source models, hypotheses were derived and tested with structural equation modeling on a basis of 643 consumers. Generally, the paper provides evidence that expertise, trustworthiness, and aggregate rating are the most significant factors of the perceived eWOM credibility. The study also demonstrates that involvement could moderate these relationships.
Vorheriger Artikel Business and Information Systems Engineering and Marketing
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Metadaten
Titel
In eWOM We Trust
A Framework of Factors that Determine the eWOM Credibility
verfasst von
Dr. Bettina Lis
Publikationsdatum
01.06.2013
Verlag
SP Gabler Verlag
Erschienen in
Business & Information Systems Engineering / Ausgabe 3/2013
Print ISSN: 2363-7005
Elektronische ISSN: 1867-0202
DOI
https://doi.org/10.1007/s12599-013-0261-9

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