Establishing the Adoption of Electronic Word-of-Mouth through Consumers’ Perceived Credibility

Yi-Wen Fan, Yi-Feng Miao, Yu-Hsien Fang, Ruei-Yun Lin


In an online environment, consumers never touch the product and depend on electronic word-of-mouth (eWOM) to help them making purchase decision. The eWOM becomes one of the most influential channels of communication in the marketplace. This study aims to determine the importance of perceived credibility in an online consumer’s decision-making process. In this empirical study, we verify that a consumer’s perceived eWOM credibility positively influences his or her adoption of eWOM. We also found that source credibility, eWOM quantity, and eWOM quality significantly affect a consumer’s perceived eWOM credibility.

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International Business Research  ISSN 1913-9004 (Print), ISSN 1913-9012 (Online)

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