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oa Geloofwaardigheid van e-WOM
De invloed van reviewpercepties op de persuasieve impact van online reviews
- Amsterdam University Press
- Source: Tijdschrift voor Communicatiewetenschap, Volume 41, Issue 4, Dec 2013,
Abstract
Credibility in E-WOM: how review perceptions impact their persuasiveness
Credibility in E-WOM: how review perceptions impact their persuasiveness
Previous research illustrated the impact of (a) a review’s valence and (b) its perceived credibility on customers’ product attitudes. Though both might have independent effects on product attitudes, we propose they are interrelated. To test the different possible interrelations, we used a between subjects experimental design with two conditions (positive versus negative review). Valence predicted credibility, while credibility acted as a mediator between review valence and product attitudes. Adding to this the finding that valence moderates the relation between credibility and product attitudes, our study obtained evidence for a so called moderated mediation model.
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