The antecedents and consequences of the perceived positive eWOM review credibility

Abstract

PurposeThis study explores the effects of interpersonal determinants (tie strength and homophily) and informational determinants (source trustworthiness and customer endorsement) on perceived positive electronic word-of-mouth (eWOM) review credibility (PPERC), which subsequently affects attitude toward the product (ATP), attitude toward the Fan Page (ATFP), and eWOM review adoption (ERA) based on the cognition-affection-behavior (CAB) model.Design/methodology/approachThe research sample consists of 402 subjects who used the Fan Page of Fashion Guide for more than one year. This research adopts a Structural Equation Modeling (SEM) to test the proposed model, which shows a good fit.FindingsThe results indicate that tie strength, homophily, source trustworthiness and customer endorsement each have a significant and positive effect on PPERC, respectively. In addition, homophily has a significant and positive effect on the strength and source trustworthiness. Furthermore, the results reveal that PPERC has a significant and positive effect on ATP, ATFP and ERA.Originality/valueThis study contributes to the literature by integrating multi perspectives and factors from informational determinants and interpersonal determinants. In addition, this study proposes that these determinants affect ERA via PPERC and dual attitudes (ATP and ATFP).

Should I suggest this YouTube clip? The impact of UGC source credibility on eWOM and purchase intention

“…This dominance is most likely attributed to the study's context, which is UGC on beauty products. Near similar gender composition was also observed in other eWOM studies involving beauty and fashion products (Cheung et al , 2014; Chih et al , 2020). The imbalanced gender composition is not considered a methodological issue since neither male nor female viewers showed significantly different trustworthiness ratings based on whether they were watching a broadcaster of the same or opposite sex (Todd and Melancon, 2018).…”

“…This research population was respondents who have viewed and consumed voluntary UGC on beauty and skincare products through YouTube videos. This method follows several eWOM studies that focused on beauty products (Cheung et al , 2014; Chih et al , 2020; García-de-Frutos and Estrella-Ramón, 2021), considering its broad online audience appeal. Besides, as many as 80% of consumers are inclined to purchase health and beauty products online (Accenture Research, 2016).…”

Decision Aids in Online Review Portals: An Empirical Study Investigating Their Effectiveness in the Sensemaking Process of Online Information Consumers

“…They found this influence to be intensified when the personal identifying information of the reviewer was available. Similarly, Chih, Hsu and Ortiz found that interpersonal determinants such as tie strength and homophily, and information determinants such as source trustworthiness and customer endorsements had a significant positive effect on the perceived eWOM credibility [23]. Kim, Kandampully and Bilgihan also found a similar relationship between homophily and tie strength with source credibility which in turn influenced their attitude towards eWOM [24].…”

Examining the antecedents of everyday rumor retransmission

“…Prior studies also find that online review credibility can improve consumers' attitudes toward the message source (Chih et al, 2013(Chih et al, , 2020Filieri et al, 2020). We, therefore, hypothesize that if a rumor is perceived as more credible, the receiver will have a greater intention to retransmit the rumor in order to seek status because a credible rumor can help build a reputation.…”