Examining the perceived credibility of online opinions: Information adoption in the online environment

Neil Rabjohn*, Christy M K CHEUNG, Matthew K.O. Lee

*Corresponding author for this work

    Research output: Chapter in book/report/conference proceedingConference contributionpeer-review

    32 Citations (Scopus)

    Abstract

    The internet has revolutionized the way people and consumers share and acquire knowledge. Web-based technologies have created numerous opportunities for electronic word-of-mouth (eWOM) communication and online interpersonal influence. This phenomenon impacts online retailers as this easily accessible information could greatly affect the online consumption decision. It is worthwhile to examine the extent to which opinion seekers are willing to accept and adopt online comments and which factors encourage adoption. This research investigates the factors affecting information adoption of online opinion seekers in online forums, based on the information adoption model. The model is then tested quantitatively by using a sample of 154 users who have experience within the online community, Openrice.com. Users were required to complete a survey regarding comments taken from the virtual sharing platform. The data reflected several elements that determined users' adoption level. The results provide support to the research model. Implications for both researchers and practitioners are provided.

    Original languageEnglish
    Title of host publicationProceedings of the 41st Annual Hawaii International Conference on System Sciences 2008, HICSS
    DOIs
    Publication statusPublished - 2008
    Event41st Annual Hawaii International Conference on System Sciences 2008, HICSS - Big Island, HI, United States
    Duration: 7 Jan 200810 Jan 2008

    Publication series

    NameProceedings of the Annual Hawaii International Conference on System Sciences
    ISSN (Print)1530-1605

    Conference

    Conference41st Annual Hawaii International Conference on System Sciences 2008, HICSS
    Country/TerritoryUnited States
    CityBig Island, HI
    Period7/01/0810/01/08

    Scopus Subject Areas

    • Engineering(all)

    User-Defined Keywords

    • Argument quality
    • Electronic word-of-mouth (eWOM)
    • Information adoption
    • Online community
    • Online shopping
    • Source credibility

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