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Establishing the Adoption of Electronic Word-of-Mouth through Consumers' Perceived Credibility
2013
International Business Research
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In an online environment, consumers never touch the product and depend on electronic word-of-mouth (eWOM) to help them making purchase decision. The eWOM becomes one of the most influential channels of communication in the marketplace. This study aims to determine the importance of perceived credibility in an online consumer's decision-making process. In this empirical study, we verify that a consumer's perceived eWOM credibility positively influences his or her adoption of eWOM. We also found
doi:10.5539/ibr.v6n3p58
fatcat:jhbuumupgzgxxddvmqpskd4stu