Purpose

The current research delves into how different cues in messages (such as argument quality, usefulness and informativeness) and cues related to the source (such as credibility and expertise) contribute to the perceived credibility of electronic word-of-mouth (eWOM). The investigation also explores whether source cues influence the overall impact of message cues.

Design/methodology/approach

This study synthesizes findings from 100 previous empirical works through the application of meta-analysis.

Findings

The outcomes affirm the presence of both systematic and heuristic processing, the additive effects of both message and source cues and the bias effects of source cues. Moreover, the study identifies a connection between eWOM credibility and behavioral intention. Expanding on this, the research discovers that users’ tendency to avoid uncertainty moderates the impact of message and source cues on their judgment of eWoM credibility.

Originality/value

The research contributes to the eWOM literature by providing a heuristic-systematic model of eWoM credibility judgments. It provides new insights for online sellers, who can benefit from eWoM by fostering potential buyers' behavioral intention to purchase.

中文翻译：

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评估 eWOM 的可信度：使用启发式系统模型的荟萃分析

 目的

目前的研究深入探讨了信息中的不同线索（如论点质量、有用性和信息量）和与来源相关的线索（如可信度和专业知识）如何促进电子口碑 （eWOM） 的感知可信度。该调查还探讨了源线索是否会影响消息线索的整体影响。

设计/方法/方法

本研究通过应用荟萃分析综合了 100 项先前实证工作的结果。

 发现

结果证实了系统和启发式处理的存在、信息和源线索的加性效应以及源线索的偏差效应。此外，该研究确定了 eWOM 可信度与行为意图之间的联系。在此基础上，研究发现，用户避免不确定性的倾向缓和了消息和来源线索对他们对 eWoM 可信度判断的影响。

 原创性/价值

该研究通过提供 eWoM 可信度判断的启发式系统模型，为 eWOM 文献做出了贡献。它为在线卖家提供了新的见解，他们可以通过培养潜在买家的购买行为意愿从 eWoM 中受益。