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The Effects of Valence of eWOM on Perceived Message Credibility Kyung-Tak Lee Sawon Kim This study was conducted to examine the effects of valence of electronic word-ofmouth eWOM messages on perceived message credibility. H2 There would be interaction effects between the regulatory focus and the valence of message on the perceived message credibility Method Overview Participants were randomly assigned to one of six conditions in a 3 eWOM Valence ...
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Related Links

Exposure to eWOM and Consumer Behavior: Does gender matter ...
Personal sources are usually perceived by the consumer as one of the most credible .... Proposition 3: Men tend to expose themselves to objective eWOM messages. ... The impact of eWOM valence seems to be also moderated by gender.
Effects of attribute and valence of e-WOM on message adoption
Sep 1, 2012 ... Effects of the valence of eWOM on perceived message credibility. The Journal of Internet Electronic Commerce Research. v10 i4. 75-95.
Establishing the Adoption of Electronic Word-of-Mouth through ...
Jan 25, 2013 ... that customer expertise affects the perceived credibility of eWOM, and ..... Effects of attribute and valence of e-WOM on message adoption: ...

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