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政大典藏 > College of Commerce > Department of International Business > Periodical Articles > Item 140.119/128738

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/128738

Title:	The credibility and attribution of online reviews: Differences between high and low product knowledge consumers
Authors:	邱志聖 Jyh-Shen Chiou Hsiao, Cheng-Chieh Chiu, Tien-Yi
Contributors:	國貿系
Date:	2018-07
Issue Date:	2020-02-26 15:22:36 (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) × 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, Vol.42, No.5, pp.430~464
Data Type:	article
Appears in Collections:	[Department of International Business] Periodical Articles

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