Credibility of electronic word-of-mouth : Informational and normative determinants of on-line consumer recommendations

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Original languageEnglish
Pages (from-to)9-38
Journal / PublicationInternational Journal of Electronic Commerce
Issue number4
Publication statusPublished - 1 Jul 2009


Word-of-mouth (WOM) study is extended to the on-line context (eWOM) by examining the informational and normative determinants of the perceived credibility of on-line consumer recommendations. A survey of users of an on-line consumer discussion forum in China substantiated the effects of the determinants, although post-hoc analyses revealed that prior knowledge and involvement level moderate some of them. Implications for research and practice are discussed. © 2009 M.E. Sharpe, Inc. All rights reserved.

Research Area(s)

  • Credibility, EWOM, Informational and normative influence, On-line consumer discussion forum

Citation Format(s)