Examining the moderating role of sense of membership in online review evaluations
Information & ManagementPublished 23 December 2014
Chuan Luo, Xin Luo, Yun Xu, Merrill Warkentin, Choon Ling Sia
Citations111
SJR quartileQ1
SJR score2.92
SNIP2.74
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TL;DR
EWOM readers' sense of membership positively moderated argument strength, review sidedness and review rating's effects on review credibility; it also had a negative moderating effect on the relationship between review objectivity and review credibility.
Abstract
This paper explores how electronic word-of-mouth (eWOM) readers' sense of membership moderates the effects of eWOM antecedent factors on their perceptions of review credibility. To test our hypotheses, we collected 308 samples from two virtual eWOM forums that are famous in China. The results showed that eWOM readers' sense of membership positively moderated argument strength, review sidedness and review rating's effects on review credibility; it also had a negative moderating effect on the relationship between review objectivity and review credibility. Based upon these findings, we discussed the theoretical contributions and practical implications of this study.
Keywords
Social SciencesDecision Sciences
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