| Summary: | 博士 === 國立東華大學 === 企業管理學系 === 105 === With the development of Web 2.0, user-generated content (UGC) review websites break through the limitations of traditional Word of Mouth (WoM). Customer reviews in shopping websites are considered as one of the most influential types of electronic Word-of-Mouth (e-WoM) in shaping consumer attitudes and facilitating purchase decisions. Online reviews provide a wealth of information to consumers. However, the overwhelming numbers of reviews available online and the anonymous nature of reviewers make it difficult for web users to identify the most relevant information and honest opinions about a product. It is critical to have a deep understanding of externalization and diffusion of online review under the effect of perceived credibility.
The perceived credibility is one of the most important factors that predicted people attitudes and behavior to purchasing intention. Based on the perceived credibility-related-theories, the author develops an integrated framework linking the antecedents that affect to perceived credibility of customers’ review on online shopping. Structural equation modeling was used to test the proposed model with three groups of antecedents of perceived credibility consisting of website credibility, review content credibility, and review source credibility and two groups of consequences consisting of e-WoM, and purchasing intention.
Data was collected through web-based survey. The results found that perceived credibility is a mediator between antecedents (website credibility, review content credibility, and review source credibility) and consequences (e-WoM, and purchasing intention). The findings provide a more comprehensive picture of how perceived credibility may foster customers’ decision making.
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