In eWOM We Trust

Electronic word-of-mouth (eWOM) is an important factor in marketing communication. As more people use eWOM to assist them in making purchase decisions, the process by which they evaluate the credibility of these online recommendations becomes increasingly relevant. Although previous studies have recognized that credibility is one of the most important antecedents of eWOM adoption, little is known about the drivers of this credibility. Thus, this paper examines factors that influence the perceived credibility of consumer online recommendations. Drawing on dual process theory and source models, hypotheses were derived and tested with structural equation modeling on a basis of 643 consumers. Generally, the paper provides evidence that expertise, trustworthiness, and aggregate rating are the most significant factors of the perceived eWOM credibility. The study also demonstrates that involvement could moderate these relationships.