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The antecedents and consequences of the perceived positive eWOM review credibility

Wen-Hai Chih (Department of Business Administration, National Dong Hwa University, Hualien, Taiwan)
Li-Chun Hsu (Department of Cultural Resources and Leisure Industries, National Taitung University, Taitung, Taiwan)
Jaime Ortiz (Global Strategies and Studies, University of Houston, Houston, Texas, USA)

Industrial Management & Data Systems

ISSN: 0263-5577

Article publication date: 18 May 2020

Issue publication date: 22 June 2020

2044

Abstract

Purpose

This study explores the effects of interpersonal determinants (tie strength and homophily) and informational determinants (source trustworthiness and customer endorsement) on perceived positive electronic word-of-mouth (eWOM) review credibility (PPERC), which subsequently affects attitude toward the product (ATP), attitude toward the Fan Page (ATFP), and eWOM review adoption (ERA) based on the cognition-affection-behavior (CAB) model.

Design/methodology/approach

The research sample consists of 402 subjects who used the Fan Page of Fashion Guide for more than one year. This research adopts a Structural Equation Modeling (SEM) to test the proposed model, which shows a good fit.

Findings

The results indicate that tie strength, homophily, source trustworthiness and customer endorsement each have a significant and positive effect on PPERC, respectively. In addition, homophily has a significant and positive effect on the strength and source trustworthiness. Furthermore, the results reveal that PPERC has a significant and positive effect on ATP, ATFP and ERA.

Originality/value

This study contributes to the literature by integrating multi perspectives and factors from informational determinants and interpersonal determinants. In addition, this study proposes that these determinants affect ERA via PPERC and dual attitudes (ATP and ATFP).

Keywords

Acknowledgements

Funding: This research did not receive any specific grant from funding agencies in the public, commercial, or not-for-profit sectors.

Citation

Chih, W.-H., Hsu, L.-C. and Ortiz, J. (2020), "The antecedents and consequences of the perceived positive eWOM review credibility", Industrial Management & Data Systems, Vol. 120 No. 6, pp. 1217-1243. https://doi.org/10.1108/IMDS-10-2019-0573

Publisher

:

Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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