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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 link: http://dx.doi.org/10.1108/OIR-06-2017-0197
    DOI: 10.1108/OIR-06-2017-0197
    Appears in Collections:[Department of Business Administation ] Periodical Articles

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