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Determinants of electronic word of mouth perceived credibility : a study of cosmetic purchasing behavior

Pham, T.D. (2016) Determinants of electronic word of mouth perceived credibility : a study of cosmetic purchasing behavior.

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Abstract:With the advent of eWOM phenomenon, the understanding of what makes an online review believable has attracted growing attention from both academics and practitioners. Drawing on the Dual Process Theory, this study examines four informational cues (Review Strength, Review Valance, Source credibility, Confirmation Prior Knowledge) and two normative cues (Review Consistency, Review Rating) which potentially used by consumers to evaluate the credibility of eWOM. The study is conducted with an online survey that involved members of Makeupalley.com, a popular online consumer review website for cosmetic products. Consistent with previous research, the findings of this study show that that informational cues, was the primary factors affecting review credibility. However, although existing studies also support the influences of normative factors, the analysis shows no significant relationship between the tested of normative factors and the consumer´s perception of online review credibility. Besides, the effects of informational based determinants on individual attitude toward the online cosmetic review also differs for participants from different age groups. Based on the research results, the study limitations, theoretical and practical implications is discussed
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
Link to this item:https://purl.utwente.nl/essays/70859
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