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    Please use this identifier to cite or link to this item: http://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:[國際經營與貿易學系 ] 期刊論文

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