政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/120837

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政大機構典藏 > 商學院 > 企業管理學系 > 期刊論文 > Item 140.119/120837

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Title:	The credibility and attribution of online reviews Differences between high and low product knowledge consumers
Authors:	Chiou, Jyh-Shen 邱志聖 Hsiao, Cheng-Chieh Chiu, Tien-Yi
Contributors:	企管系
Keywords:	Attribution;Electronic word of mouth;Consumer knowledge;Review credibility
Date:	2018
Issue Date:	2018-11-07 17:04:24 (UTC+8)
Abstract:	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.
Relation:	ONLINE INFORMATION REVIEW, 42(5), 630-646
Data Type:	article
DOI 連結:	http://dx.doi.org/10.1108/OIR-06-2017-0197
DOI:	10.1108/OIR-06-2017-0197
Appears in Collections:	[企業管理學系] 期刊論文

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