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Societies 2014, 4(4), 689-705; doi:10.3390/soc4040689

The Influence of Peer Reviews on Source Credibility and Purchase Intention

Department of Communication, University of Connecticut, 337 Mansfield Road, Unit 1259 Storrs, CT 06269-1259, USA
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Received: 27 June 2014 / Revised: 16 November 2014 / Accepted: 24 November 2014 / Published: 5 December 2014
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Abstract

Electronic Word of Mouth (eWOM) is information shared on the Internet about a product, which allows people to receive information from others they may not otherwise encounter. Online product reviews are a type of eWOM where a user posts a comment about a product and selects an image to represent the self. The perception of the image and the text in the product review can influence source credibility and the perception of the product, as well as the likelihood that someone will purchase the product. This study examines the effect of the product reviews and their different images and text on perceived credibility, source trustworthiness and purchase intention. Consistent with predictions based on the information processing theory, perceived anthropomorphism influences perceived credibility, source trust, and purchase intention. View Full-Text
Keywords: eWOM; purchase intention; source credibility; avatars; virtual representation; online product reviews; anthropomorphism eWOM; purchase intention; source credibility; avatars; virtual representation; online product reviews; anthropomorphism
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This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. (CC BY 4.0).

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Nowak, K.L.; McGloin, R. The Influence of Peer Reviews on Source Credibility and Purchase Intention. Societies 2014, 4, 689-705.

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