Effects of attribute and valence of e-WOM on message adoption: Moderating roles of subjective knowledge and regulatory focus

被引：141

作者：

Lee, Kyung-Tag ^{[1
]}

Koo, Dong-Mo ^{[1
]}

机构：

[1] Kyungpook Natl Univ, Sch Management, Taegu 702701, South Korea

来源：

COMPUTERS IN HUMAN BEHAVIOR | 2012年 / 28卷 / 05期

关键词：

Online review; Review valence; Review attribute; Subjective knowledge; Regulatory focus; Review credibility; WORD-OF-MOUTH; ONLINE REVIEWS; INFORMATION SEARCH; CONSUMER REVIEWS; CREDIBILITY; EWOM; NEGATIVITY; PERSUASION; EXTREMITY; RESPONSES;

D O I：

10.1016/j.chb.2012.05.018

中图分类号：

B84 [心理学];

学科分类号：

04 ; 0402 ;

摘要：

The current study proposes a model to test whether online review valence and attributes have an effect on credibility, and whether regulatory focus and subjective knowledge have moderating effects. Three hundred nineteen university students participated in online experiments with a 2 (positive vs. negative review valence) by 2 (objective vs. subjective review attributes) between subject design. The experiment demonstrated that objective and negative online reviews have a significant positive and negative impact, respectively, on message credibility, which affects review adoption. The results also showed that the moderating effect produced by objective information and a consumer's subjective knowledge is supported. This study contributes to explaining the inconsistent results between review valence/attribute and credibility found in previous studies. (C) 2012 Elsevier Ltd. All rights reserved.

引用

页码：1974 / 1984

页数：11

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