Credibility of online reviews and initial trust: The roles of reviewer's identity and review valence

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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...

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Bibliographic Details
Main Authors:	Kusumasondjaja, Sony, Shanka, Tekle, Marchegiani, Christopher
Format:	Journal Article
Published:	Sage Publications 2012
Subjects:	credibility Consumer-generated media trust source identity valence online review
Online Access:	http://hdl.handle.net/20.500.11937/6715

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