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文章基本信息

  • 标题:Establishing the Adoption of Electronic Word-of-Mouth through Consumers’ Perceived Credibility
  • 本地全文:下载
  • 作者:Yi-Wen Fan ; Yi-Feng Miao ; Yu-Hsien Fang
  • 期刊名称:International Business Research
  • 印刷版ISSN:1913-9004
  • 电子版ISSN:1913-9012
  • 出版年度:2013
  • 卷号:6
  • 期号:3
  • 页码:58
  • DOI:10.5539/ibr.v6n3p58
  • 出版社:Canadian Center of Science and Education
  • 摘要:

    In an online environment, consumers never touch the product and depend on electronic word-of-mouth (eWOM) to help them making purchase decision. The eWOM becomes one of the most influential channels of communication in the marketplace. This study aims to determine the importance of perceived credibility in an online consumer’s decision-making process. In this empirical study, we verify that a consumer’s perceived eWOM credibility positively influences his or her adoption of eWOM. We also found that source credibility, eWOM quantity, and eWOM quality significantly affect a consumer’s perceived eWOM credibility.

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