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
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;
Conference_Titel :
Business Computing and Global Informatization (BCGIN), 2012 Second International Conference on
Conference_Location :
Shanghai
Print_ISBN :
978-1-4673-4469-2
DOI :
10.1109/BCGIN.2012.117
