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Abstract Word-of-mouth (WOM) study is extended to the on-line context (eWOM) by examining the informational and normative determinants of the perceived credibility of on-line consumer recommendations. A survey of users of an on-line consumer discussion forum in China substantiated the effects of the determinants, although post-hoc analyses revealed that prior knowledge and involvement level moderate some of them. Implications for research and practice are discussed. Keywords: CredibilityeWOMinformational and normative influenceon-line consumer discussion forum
Cheung et al. (Tue,) studied this question.