The Influence of Peer Reviews on Source Credibility and Purchase Intention
Abstract
:1. Introduction
2. Processing Information in the Online Product Review
2.1. The Influence of Peer Review Images on Source Credibility
- H1: Images rated as higher on anthropomorphism will be perceived to have higher credibility than images rated lower on anthropomorphism.
- H2: Sources represented by images perceived to be higher on credibility will be more trusted than sources represented by images perceived to be less credible.
- H3: Perceptions of image credibility will positively influence perceived text credibility.
- H4: Perceived image credibility will positively influence purchase intention.
2.2. Quality of Text Influences Source Credibility and Purchase Intention
- H5: Perceived text credibility positively influence source trust.
- H6: Source trust will positively influence purchase intention.
3. Method
3.1. Participants
3.2. Procedure
3.3. Stimulus Materials
3.4. Measurement Instruments
4. Results
Variable | M | SD | 1 | 2 | 3 | 4 | 5 |
---|---|---|---|---|---|---|---|
1. Human avatar manipulation | 1.5 | 0.5 | |||||
2. High credibility message manipulation | 1.55 | 0.5 | 0.11 * | ||||
3. Perceived avatar credibility | 3.67 | 1.24 | 0.37 ** | 0.05 | |||
4. Perceived message credibility | 4.34 | 1.1 | 0.03 | 0.24 ** | 0.26 ** | ||
5. Source trust | 3.3 | 1.1 | 0.05 | 0.12 ** | 0.31 ** | 0.53 ** | |
6. Purchase intention | 3.74 | 1.26 | 0.07 | 0.12 * | 0.24 ** | 0.20 ** | 0.25 ** |
5. Discussion
Limitations
6. Conclusions
Acknowledgments
Conflicts of Interest
References
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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. https://doi.org/10.3390/soc4040689
Nowak KL, McGloin R. The Influence of Peer Reviews on Source Credibility and Purchase Intention. Societies. 2014; 4(4):689-705. https://doi.org/10.3390/soc4040689
Chicago/Turabian StyleNowak, Kristine L., and Rory McGloin. 2014. "The Influence of Peer Reviews on Source Credibility and Purchase Intention" Societies 4, no. 4: 689-705. https://doi.org/10.3390/soc4040689