Why should I believe this? Deciphering the qualities of a credible online customer review

Clare, Carl; Wright, Gillian H.; Sandiford, Peter John; Paucar-Caseras, A.

doi:10.1080/13527266.2016.1138138

Cited by 22 publications

(15 citation statements)

References 51 publications

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“…Thomas et al (2019) found that argument quality, related to argument strength, is the primary factor affecting review credibility. Other research has proven that strong arguments serve as a significant predictor of the perceived usefulness of the review (Clare et al, 2018;Filieri et al, 2018a). For instance, Wang and Li (2019) found that information quality, also related to argument strength, is positively associated with the perceived usefulness of review websites.…”

Section: Literature Reviewmentioning

confidence: 99%

Which cues influence the perceived usefulness and credibility of an online review? A conjoint analysis

Lopes

Dens

Pelsmacker

et al. 2020

OIR

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PurposeThis study aims to assess the relative importance of the argument strength, argument sidedness, writing quality, number of arguments, rated review usefulness, summary review rating and number of reviews in determining the perceived usefulness and credibility of an online review. Additionally, the authors use insights from the elaboration likelihood model (ELM) to explore the effect of consumers' product category involvement on the cues' relative importance.Design/methodology/approachA conjoint analysis (N = 287) is used to study the relative importance of the seven previously mentioned attributes. A balanced orthogonal design generated eight cards that correspond to individual reviews. Respondents scored all eight cards in a random order for perceived usefulness and credibility.FindingsOverall, argument strength is the most important cue, while summary review rating and the number of reviews are the least important for perceived review usefulness and credibility. The number of arguments is more important for people who are more highly involved with the product, while writing quality and rated review usefulness are relatively more important for the low-involvement group.Originality/valueThis study provides a comprehensive test of how consumers perceive online reviews, as it the first to the authors’ knowledge to simultaneously investigate a large set of cues using conjoint analysis. This method allows for the implicit valuation (utility) of the individual cues, revealing the cues' relative importance, in a setting that comes close to a real-life context. Besides, insights of the ELM are used to understand how the relative importance of cues differs depending on the level of review readers' product category involvement.

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Section: Literature Reviewmentioning

confidence: 99%

Which cues influence the perceived usefulness and credibility of an online review? A conjoint analysis

Lopes

Dens

Pelsmacker

et al. 2020

OIR

View full text Add to dashboard Cite

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“…WOM is defined as direct communication from person-to-person of an opinion about a product and/or service [18]. The diffusion of WOM is an important mechanism for information to reach a large population, thereby possibly influencing 1) public opinion; 2) adoption of innovation; and 3) the market share of a new product or brand awareness [19].…”

Section: E-wommentioning

confidence: 99%

Customer review or influencer endorsement: which one influences purchase intention more?

Dwidienawati

Tjahjana

Abdinagoro

et al. 2020

Heliyon

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Informativeness plays a key role in online shopping decisions. Potential customers usually collect useful information and do a comparison before considering the purchase. Electronic word-of-mouth (eWOM) is considered a reliable source of information. Customer reviews and influencer reviews can be considered eWOM. They represent customers' sharing of experience and evaluation of a product or service with other potential shoppers. There is abundant evidence concerning the influence of eWOM on purchase intention. However, there are few studies on influencer reviews and purchase intention. This study aims to investigate the impact of customer review and influencer review to purchase intention and the mediating role of trust to those relationship. A quantitative experimental study (2 Â 1) was conducted. Two hundred respondents from three cities in Greater Jakarta were divided into two groups to self-rate their opinion on customer review, influencer review, trust and purchase intention. Data collected was analysed PLS using SmartPLS. The study results showed that influencer review has a positive impact on purchase intention. On the other hand, customer review failed to show its influence. Trust as a moderating variable was also not validated in this study.

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“…According to the ELM [31], involvement in the processing of information through the central route or the peripheral route refers to personal relevance or importance of a product or service [43]. Even tough in the original ELM model is consider to have a moderating effect [35], [36], [60], [61]. Based on the work developed by Schlesinger and Güngerich (2011) [60] in which they relate product involvement with the credibility of these product for sponsorship effectiveness.…”

Section: B Hypotheses Developmentmentioning

confidence: 99%

The Impact of e-WOM on Hotels Management Reputation: Exploring TripAdvisor Review Credibility With the ELM Model

2019

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In recent years, electronic word of mouth (e-WOM) has been widely used by consumers on different online platforms. The numerous studies have emphasized the growing importance of e-WOM for the consumer decision-making process, particularly in the tourist sector. There are various factors that will influence the adoption of e-WOM by the users but among all these factors, credibility is of paramount importance. Changes in the platform, new consumer trends, and possible fake information require a continuous update and analysis of the factors that can influence the e-WOM perceived credibility and e-WOM adoption on TripAdvisor and other social tourism platforms. In the present study, we analyzed the following five factors that can impact e-WOM perceived credibility and e-WOM adoption: 1) volume of e-WOM; 2) source credibility; 3) rate extremism; 4) consumer involvement, and; 5) perceived e-WOM credibility. For the analysis, the Elaboration Likelihood Model (ELM) and PLS-SEM were used. The sample consisted of a total of 221 participants who responded to the questionnaire. The results revealed that, with the exception rate extremism, the four remaining factors have a significant impact on e-WOM perceived credibility and adoption. Therefore, these factors are important drivers of the e-WOM perceived credibility resulting in the e-WOM adoption. The results of the present study provide meaningful practical implications for hotel or social tourism platforms managers in terms of possible strategies to improve their online reputation.

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Why should I believe this? Deciphering the qualities of a credible online customer review

Abstract: His research interests are concerned with the use and influence of electronic word-of-mouth on customer attitudes and decisions, and the use of CAQDAS to facilitate qualitative data analysis.

Cited by 22 publications

References 51 publications

Which cues influence the perceived usefulness and credibility of an online review? A conjoint analysis

Which cues influence the perceived usefulness and credibility of an online review? A conjoint analysis

Customer review or influencer endorsement: which one influences purchase intention more?

The Impact of e-WOM on Hotels Management Reputation: Exploring TripAdvisor Review Credibility With the ELM Model

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