可靠性
规范性
背景(考古学)
直线(几何图形)
广告
消费者行为
心理学
业务
营销
来源可信度
口头传述的
政治学
数学
生物
古生物学
法学
几何学
作者
Man Yee Cheung,Chuan Luo,Choon Ling Sia,Huaping Chen
标识
DOI:10.2753/jec1086-4415130402
摘要
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. Keywords: CredibilityeWOMinformational and normative influenceon-line consumer discussion forum
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