Credibility of online reviews and initial trust: The roles of reviewer's identity and review valence
This article investigates the main and interactional effects of review valence and the presence of source identity on consumer perception of credibility of an online review and initial trust of travel services being reviewed. An experimental design is developed involving 639 travel consumers. Result...
| Main Authors: | , , |
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| Format: | Journal Article |
| Published: |
Sage Publications
2012
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| Subjects: | |
| Online Access: | http://hdl.handle.net/20.500.11937/6715 |