The antecedents and consequences of the perceived positive eWOM review credibility

This 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.,The 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.,The 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.,This 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).

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