Impact of informational factors on online recommendation credibility: The moderating role of source credibility

This study investigates the moderating effect of recommendation source credibility on the causal relationships between informational factors and recommendation credibility, as well as its moderating effect on the causal relationship between recommendation credibility and recommendation adoption. Using data from 199 responses from a leading online consumer discussion forum in China, we find that recommendation source credibility significantly moderates two informational factors' effects on readers' perception of recommendation credibility, each in a different direction. Further, we find that source credibility negatively moderates the effect of recommendation credibility on recommendation adoption. We probe source credibility's moderating role in the model.Source credibility has moderating effect with both informational factors.Source credibility has moderating effect with recommendation credibility.

[1]  J. Gotlieb,et al.  The Moderating Effects of Message Framing and Source Credibility on the Price-perceived Risk Relationship , 1994 .

[2]  C. Vogt,et al.  The Effects of Integrating Advertising and Negative Word‐of‐Mouth Communications on Message Processing and Response , 1995 .

[3]  Gianfranco Walsh,et al.  Electronic Word-of-Mouth: Motives for and Consequences of Reading Customer Articulations on the Internet , 2003, Int. J. Electron. Commer..

[4]  Huaping Chen,et al.  Credibility of Electronic Word-of-Mouth: Informational and Normative Determinants of On-line Consumer Recommendations , 2009, Int. J. Electron. Commer..

[5]  C. Fornell,et al.  Evaluating structural equation models with unobservable variables and measurement error. , 1981 .

[6]  Chanthika Pornpitakpan.  The Persuasiveness of Source Credibility: A Critical Review of Five Decades' Evidence , 2004 .

[7]  L. Phillips,et al.  The persuasive effect of source credibility: a situational analysis. , 1978, Public opinion quarterly.

[8]  Larry E. Toothaker,et al.  Multiple Regression: Testing and Interpreting Interactions , 1991 .

[9]  Jacob Cohen,et al.  Applied multiple regression/correlation analysis for the behavioral sciences , 1979 .

[10]  Charles J. Kacmar,et al.  Factors and effects of information credibility , 2007, ICEC.

[11]  Cal D. Stoltenberg,et al.  Career and Study Skills Information: Who Says What Can Alter Message Processing , 1988 .

[12]  S. Chaiken,et al.  Causal inferences about communicators and their effect on opinion change , 1978 .

[13]  B WhinstonAndrew,et al.  Do online reviews matter? - An empirical investigation of panel data , 2008 .

[14]  V. Barnett,et al.  Applied Linear Statistical Models , 1975 .

[15]  Scott B. MacKenzie,et al.  Common method biases in behavioral research: a critical review of the literature and recommended remedies. , 2003, The Journal of applied psychology.

[16]  Peter H. Reingen,et al.  Social Ties and Word-of-Mouth Referral Behavior , 1987 .

[17]  Jacquelyn A. Burkell,et al.  Believe it or not: Factors influencing credibility on the Web , 2002, J. Assoc. Inf. Sci. Technol..

[18]  Daniel Dajun Zeng,et al.  Pure-Strategy Nash Equilibria of GSP Keyword Auction , 2012, J. Assoc. Inf. Syst..

[19]  Yong Zhang,et al.  Responses to Humorous Advertising: The Moderating Effect of Need for Cognition , 1996 .

[20]  William Allen,et al.  The influence of source credibility on communication effectiveness , 1953 .

[21]  Stephanie Watts,et al.  Knowledge Adoption in Online Communities of Practice , 2003, ICIS.

[22]  D. L. Moore,et al.  Time Compression, Response Opportunity, and Persuasion , 1986 .

[23]  Michael L. Tushman,et al.  Information Processing as an Integrating Concept in Organizational Design. , 1978 .

[24]  P ? ? ? ? ? ? ? % ? ? ? ? , 1991 .

[25]  Berend Wierenga,et al.  Virtual communities: A marketing perspective , 2009, Decis. Support Syst..

[26]  Fatemeh Zahedi,et al.  The Measurement of Web-Customer Satisfaction: An Expectation and Disconfirmation Approach , 2002, Inf. Syst. Res..

[27]  Stephanie Watts,et al.  Informational Influence in Organizations: An Integrated Approach to Knowledge Adoption , 2003, Inf. Syst. Res..

[28]  Dwayne D. Gremler,et al.  Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? , 2004 .

[29]  Do-Hyung Park,et al.  eWOM overload and its effect on consumer behavioral intention depending on consumer involvement , 2008, Electron. Commer. Res. Appl..

[30]  Miriam J. Metzger.  Making sense of credibility on the Web: Models for evaluating online information and recommendations for future research , 2007, J. Assoc. Inf. Sci. Technol..

[31]  Michael H. Kutner.  Applied Linear Statistical Models , 1974 .

[32]  S. Chaiken,et al.  An attribution analysis of the effect of communicator characteristics on opinion change: The case of communicator attractiveness. , 1975 .

[33]  Choon-Ling Sia,et al.  Is This Review Believable? A Study of Factors Affecting the Credibility of Online Consumer Reviews from an ELM Perspective , 2012, J. Assoc. Inf. Syst..

[34]  Ingoo Han,et al.  The Effects of Consumer Knowledge on Message Processing of Electronic Word of Mouth via Online Consumer Reviews , 2008, ECIS.

[35]  Zheng Zhou,et al.  Development and validation of an instrument to measure user perceived service quality of information presenting Web portals , 2005, Inf. Manag..