DocumentCode
2538944
Title
The Influence of Electronic Word-of-Mouth Authenticity on Customers´ Behavior
Author
Liao, Junfeng ; Yang, Jiaying
Author_Institution
Sch. of Econ. & Commerce, South China Univ. of Technol., Guangzhou, China
fYear
2012
fDate
12-14 Oct. 2012
Firstpage
427
Lastpage
430
Abstract
The positive feedback of e-WOM is considered to be the higher the better. This study tries to discuss how the different positive feedbacks will affect credibility of e-WOM when fake information exists. In fact, authenticity has significant impact on customers´ purchase decision and the positive feedback is not the higher the better.
Keywords
authorisation; consumer behaviour; electronic commerce; purchasing; social networking (online); customer behavior; customer purchase decision impact; e-WOM credibility; electronic word-of-mouth authenticity; fake information; positive feedback; Business; Correlation; Economics; Educational institutions; Mathematical model; Receivers; Reliability; Authenticity; Positive Feedback; e-WOM;
fLanguage
English
Publisher
ieee
Conference_Titel
Business Computing and Global Informatization (BCGIN), 2012 Second International Conference on
Conference_Location
Shanghai
Print_ISBN
978-1-4673-4469-2
Type
conf
DOI
10.1109/BCGIN.2012.117
Filename
6382558
Link To Document