Empirical Study on Credibility of Electronic Word of Mouth

With the popularity of internet, electronic word of mouth (eWOM) has become a major information source for consumers´ purchase behavior. The influence of eWOM depends on its credibility. Therefore, it is very important to research on the credibility of eWOM. By empirical research, it´s found that the site trustworthiness, the sender´s expertise and the receiver´s disposition to trust have positive effect on the credibility of eWOM, which then has positive effect on consumer´s purchase decision. Implications for research and practice are further studied.