Exploring the Moderating Role of Readers’ Perspective in Evaluations of Online Consumer Reviews
Drawing upon the heuristic–systematic model (HSM) and considering the readers’ perspective, this study predicts that readers’ involvement and homophily between the reader and the review author (source) moderate the relationships between the credibility perception of online reviews and its antecedent...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2021-12-01
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| Series: | Journal of Theoretical and Applied Electronic Commerce Research |
| Subjects: | |
| Online Access: | https://www.mdpi.com/0718-1876/16/7/184 |