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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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    题名: The credibility and attribution of online reviews Differences between high and low product knowledge consumers
    作者: Chiou, Jyh-Shen
    邱志聖
    Hsiao, Cheng-Chieh
    Chiu, Tien-Yi
    贡献者: 企管系
    关键词: Attribution;Electronic word of mouth;Consumer knowledge;Review credibility
    日期: 2018
    上传时间: 2018-11-07 17:04:24 (UTC+8)
    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) 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.
    關聯: ONLINE INFORMATION REVIEW, 42(5), 630-646
    数据类型: article
    DOI 連結: http://dx.doi.org/10.1108/OIR-06-2017-0197
    DOI: 10.1108/OIR-06-2017-0197
    显示于类别:[企業管理學系] 期刊論文

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