论文部分内容阅读
This study investigates consumer intention to read online product reviews by mapping the dimensions of Hovland’s social communication model (SCM) onto the Elaboration likelihood model (ELM).Through ELM,we examine the impact of message features and source credibility on intention to read online product review.In addition,this study addresses the issue of source credibility with the inclusion of reviewer credibility and website credibility which was not explored in ELM model.A survey of 136 participants was conducted and the partial least squares approach was adopted to explore and validate the measurement and structural models.Results show that message features,reviewer credibility and website credibility all have significant impact on intention to read online.Further website credibility appears to be a strong factor for Chinese consumer to read online product review.Research limitations and implications are discussed.