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Article
Publication date: 6 June 2008

Christy M.K. Cheung, Matthew K.O. Lee and Neil Rabjohn

Web‐based technologies have created numerous opportunities for electronic word‐of‐mouth (eWOM) communication. This phenomenon impacts online retailers as this easily…

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Abstract

Purpose

Web‐based technologies have created numerous opportunities for electronic word‐of‐mouth (eWOM) communication. This phenomenon impacts online retailers as this easily accessible information could greatly affect the online consumption decision. The purpose of this paper is to examine the extent to which opinion seekers are willing to accept and adopt online consumer reviews and which factors encourage adoption.

Design/methodology/approach

Using dual‐process theories, an information adoption model was developed to examine the factors affecting information adoption of online opinion seekers in online customer communities. The model was tested empirically using a sample of 154 users who had experience within the online customer community, Openrice.com. Users were required to complete a survey regarding the online consumer reviews received from the virtual sharing platform.

Findings

The paper found comprehensiveness and relevance to be the most effective components of the argument quality construct of the research model, making them key influencers of information adoption.

Research limitations/implications

Only 46 per cent of the variance is explained by the constructs due to its intentional simplicity. This would indicate that there are more actors in motivating information adoption than solely information usefulness. A closer look should be taken at the effectiveness of some of the other motivational factors suggested in the previous research on this topic.

Practical implications

The paper outlines ways to effectively promote one's business or cause through online customer communities, as well as general tips for web site and forum moderators for facilitating such presentation in a manner useful to the members of their online communities.

Originality/value

This paper is one of the first to develop and empirically test a theory‐driven information adoption model for opinion seekers in online customer communities. It also uniquely breaks down and tests the components of argument quality to discern the important motivating factors.

Details

Internet Research, vol. 18 no. 3
Type: Research Article
ISSN: 1066-2243

Keywords

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Article
Publication date: 1 January 1954

Aarhus Kommunes Biblioteker (Teknisk Bibliotek), Ingerslevs Plads 7, Aarhus, Denmark. Representative: V. NEDERGAARD PEDERSEN (Librarian).

Abstract

Aarhus Kommunes Biblioteker (Teknisk Bibliotek), Ingerslevs Plads 7, Aarhus, Denmark. Representative: V. NEDERGAARD PEDERSEN (Librarian).

Details

Aslib Proceedings, vol. 6 no. 1
Type: Research Article
ISSN: 0001-253X

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Article
Publication date: 16 August 2019

Uttam Chakraborty

This study aims to evaluate the vitality of source, receiver and message factors on credibility assessment of online hotel reviews. Further, the current study determines…

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1671

Abstract

Purpose

This study aims to evaluate the vitality of source, receiver and message factors on credibility assessment of online hotel reviews. Further, the current study determines the effects of perceived credibility of online reviews (PCOR) on hotel booking intentions (HBI).

Design/methodology/approach

The current study performs reliability analysis to determine the internal consistency of the measurement scales and to ensure the uni-dimensionality of the measurement scales the present study performs exploratory factor analysis. Further, the present study performs structural equation modeling to identify the relationships between the variables.

Findings

Two-sided online reviews have a more significant positive impact on PCOR as compared to the effects of receiver, review quality, review consistency and negative-sided online reviews.

Originality/value

This is one of the first study that analyses the impact of source, receiver and message on PCOR. Moreover, the present study offered theoretical justification behind the factors that affect the authenticity of online hotel reviews and its effects on HBI.

Details

International Journal of Contemporary Hospitality Management, vol. 31 no. 9
Type: Research Article
ISSN: 0959-6119

Keywords

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