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The Influence of Peer Reviews on Source Credibility and Purchase Intention

Author

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  • Kristine L. Nowak

    (Department of Communication, University of Connecticut, 337 Mansfield Road, Unit 1259 Storrs, CT 06269-1259, USA)

  • Rory McGloin

    (Department of Communication, University of Connecticut, 337 Mansfield Road, Unit 1259 Storrs, CT 06269-1259, USA)

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.

Suggested Citation

  • Kristine L. Nowak & Rory McGloin, 2014. "The Influence of Peer Reviews on Source Credibility and Purchase Intention," Societies, MDPI, vol. 4(4), pages 1-17, December.
    • Handle: RePEc:gam:jsoctx:v:4:y:2014:i:4:p:689-705:d:43199
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    References listed on IDEAS

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    1. Miriam J. Metzger, 2007. "Making sense of credibility on the Web: Models for evaluating online information and recommendations for future research," Journal of the American Society for Information Science and Technology, Association for Information Science & Technology, vol. 58(13), pages 2078-2091, November.
    2. Kaplan, Andreas M. & Haenlein, Michael, 2010. "Users of the world, unite! The challenges and opportunities of Social Media," Business Horizons, Elsevier, vol. 53(1), pages 59-68, January.
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    Cited by:

    1. Chang-Gyu Oh & Jongpil Park, 2020. "Insights for Sustainability of Smartphone Business: Understanding Customer Switching Behavior in Smartphone Services," Sustainability, MDPI, vol. 12(3), pages 1-14, February.

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