Credibility of Electronic Word-of-Mouth: Informational and Normative Determinants of On-line Consumer Recommendations

  • Authors:
  • Man Cheung;Chuan Luo;Choon Sia;Huaping Chen

  • Affiliations:
  • City University of Hong Kong;USTC Joint Research Institute, City University of Hong Kong;City University of Hong Kong;School of Management, University of Science and Technology of China

  • Venue:
  • International Journal of Electronic Commerce
  • Year:
  • 2009

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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.