How do People Evaluate Electronic Word-Of-Mouth? Informational and Normative Based Determinants of Perceived Credibility of Online Consumer Recommendations in China

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45)32_Refereed conference paper (with ISBN/ISSN)Not applicablepeer-review

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Author(s)

Related Research Unit(s)

Detail(s)

Original languageEnglish
Title of host publicationPACIS 2007 - 11th Pacific Asia Conference on Information Systems: Managing Diversity in Digital Enterprises
Pages69-81
Publication statusPublished - Jul 2007

Conference

Title11th Pacific-Asia Conference on Information Systems (PACIS 2007)
LocationLangham Hotel
PlaceNew Zealand
CityAuckland
Period4 - 6 July 2007

Abstract

This study empirically examined the informational and normative based determinants of perceived credibility of online consumer recommendations in China. Past literature demonstrated that informational influence is important in affecting reader's evaluation of incoming information and the effectiveness of a communication. This study extends from the previous Word-of-Mouth studies by including the normative factors. Since online consumer discussion is characterized by its social aggregation, we argue that several normative cues could be salient and play significant roles in shaping a reader's credibility evaluation towards the eWOM recommendation. The informational determinants (argument strength, source credibility and confirmation with receiver's prior belief) and the normative determinants (recommendation consistency and rating) are investigated via an online survey to users of a famous online consumer discussion site in China (myetone.com). Results supported our proposed research model which substantiates the effects of perceived eWOM review credibility from both informational-based and normative-based determinants. This research provides researcher and practitioners with insights on receiver's eWOM evaluation.

Research Area(s)

  • eWOM, Online Consumer Discussion Forum, Informational and Normative Influence, Credibility, STRUCTURAL EQUATION MODELS, GROUP POLARIZATION, BUYER BEHAVIOR, TRUST, PRICE, COVARIATION, TECHNOLOGY

Bibliographic Note

Full text of this publication does not contain sufficient affiliation information. The Research Unit(s) information for this record is based on the then academic department affiliation of the author(s).

Citation Format(s)

How do People Evaluate Electronic Word-Of-Mouth? Informational and Normative Based Determinants of Perceived Credibility of Online Consumer Recommendations in China. / CHEUNG, Man Yee; LUO, Chuan; SIA, Choon Ling; CHEN, Huaping.

PACIS 2007 - 11th Pacific Asia Conference on Information Systems: Managing Diversity in Digital Enterprises. 2007. p. 69-81.

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45)32_Refereed conference paper (with ISBN/ISSN)Not applicablepeer-review