Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
6948586 | Decision Support Systems | 2013 | 11 Pages |
Abstract
This study investigates the moderating effect of recommendation source credibility on the causal relationships between informational factors and recommendation credibility, as well as its moderating effect on the causal relationship between recommendation credibility and recommendation adoption. Using data from 199 responses from a leading online consumer discussion forum in China, we find that recommendation source credibility significantly moderates two informational factors' effects on readers' perception of recommendation credibility, each in a different direction. Further, we find that source credibility negatively moderates the effect of recommendation credibility on recommendation adoption.
Keywords
Related Topics
Physical Sciences and Engineering
Computer Science
Information Systems
Authors
Chuan Luo, Xin (Robert) Luo, Laurie Schatzberg, Choon Ling Sia,