Credibility of Electronic Word-of-Mouth: Informational and Normative Determinants of On-line Consumer Recommendations

Man Yee Cheung, Chuan Luo, Choon Ling Sia, and Huaping Chen
International Journal of Electronic Commerce,
Volume 13, Number 4, Summer 2009, pp. 9.

Abstract: Word-of-mouth (WOM) study is extended to the on-line context (eWOM) by examining the informational and normative determinants of the perceived credibility of on-line consumer recommendations. A survey of users of an on-line consumer discussion forum in China substantiated the effects of the determinants, although post-hoc analyses revealed that prior knowledge and involvement level moderate some of them. Implications for research and practice are discussed.

Key Words and Phrases: Credibility, eWOM, informational and normative influence, on-line consumer discussion forum.