Investigating Electronic Word-of-Mouth Effects on Online Discussion Forums: The Role of Perceived Positive Electronic Word-of-Mouth Review Credibility

Abstract

Electronic word of mouth (eWOM) has been an important factor influencing consumer purchase decisions. Using the ABC model of attitude, this study proposes a model to explain how eWOM affects online discussion forums. Specifically, we propose that platform (Web site reputation and source credibility) and customer (obtaining buying-related information and social orientation through information) factors influence purchase intentions via perceived positive eWOM review credibility, as well as product and Web site attitudes in an online community context. A total of 353 online discussion forum users in an online community (Fashion Guide) in Taiwan were recruited, and structural equation modeling (SEM) was used to test the research hypotheses. The results indicate that Web site reputation, source credibility, obtaining buying-related information, and social orientation through information positively influence perceived positive eWOM review credibility. In turn, perceived positive eWOM review credibility directly influences purchase intentions and also indirectly influences purchase intentions via product and Web site attitudes. Finally, we discuss the theoretical and managerial implications of the findings.

Investigating the ripple effect in virtual communities: An example of Facebook Fan Pages

“…Other researchers also show that WOM valence, incidence, involvement and prior knowledge moderate the WOM effects (de Matos & Rossi, 2008;Doh & Hwang, 2009). In a related vein, researchers have identified factors (e.g., source trustworthiness, experience, expertise and evidence) that influence WOM adoption (Martin & Lueg, 2013) and WOM review credibility (Chih, Wang, Hsu, & Huang, 2013). It should be noted that the first two streams of research are from the WOM speaker's perspective while the latter stream is from the WOM listener's perspective.…”

Factors affecting the credibility of online reviews on TIKI: An assessment study in Vietnam

“…The more known and reputable a website is, the more people will accept it (Park & Lee, 2009). Chih et al (2013) demonstrate that website reputation has a decisive influence on the credibility of online reviews. Hypothesis 8 (H8): Website reputation positively influences the credibility of an online review.…”

“…The reputation of a website depends heavily on its popularity and integrity. The more known and reputable a website is, the more people will accept it (Park & Lee, 2009b) and that the latter often rely on reputations when assessing the credibility of presented information (Chih et al, 2013). According to Chang and Chen (2008) Website image is defined instead as, the perceptions about a website name as reflected by the website associations held in customer memory.…”

E-WOM Adoption and Sharing Behavior in Social Network Sites: The Impact of Engagement in SNSs

“…Whether the message is online health information (Hu and Sundar, 2010), news stories (Xu, 2013), online travel recommendations (Ayeh, Au, Law, 2013), or brand attitudes in e-commerce (Chih, Wang, Hsu & Huang, 2013); source credibility appears to have a significant impact on information influence and on persuasion (Sussman and Siegal, 2003). Source credibility is a necessary factor when selecting information (Xu, 2013), it determines whether users would believe the story and be engaged in it.…”