An Empirical Study on the Influence of Perceived Credibility of Online Consumer Reviews

摘要：

Based on the Yale Model of Persuasion, including source factors, message factors, receiver factors, and social influence factors, a research model of perceived credibility of online consumer was constructed by literature review and theory analysis, and was tested using an online questionnaire that was distributed to users of nine famous online review sites. Based on results of the study, several managerial advices and future research were proposed.

关键词： Internet word-of-mouth online consumer reviews perceived credibility

作者: GUO Guoqing CHEN Kai HE Fei

作者单位: School of Business, Renmin University of China, 100872 School of Economics and Management, Beijing Forestry University, 100083 Beijing Suzhoujie Branch, China Everbright Bank, 100029

会议类型: 国际会议

会议名称: 2009 Summit International Marketing Science and Management Technology Conference(2009 国际市场营销峰会暨管理技术大会)

会议地点: 天津

会议语种:英文

页码: 376-383

在线出版日期: 2009-12-12（万方平台首次上网日期，不代表论文的发表时间）