Assertions of Expertise in Online Product Reviews

被引：66
|
作者：
Mackiewicz, Jo [1 ]
机构：
[1] Auburn Univ, Auburn, AL 36849 USA
来源：
JOURNAL OF BUSINESS AND TECHNICAL COMMUNICATION | 2010年 / 24卷 / 01期
关键词：
consumer reviews; credibility; expertise; online reviews; product reviews; CONSUMER DECISION-MAKING; PERCEIVED EXPERTISE; SOURCE CREDIBILITY; INTERNET; UNCERTAINTY; TRUST; PRICE;
D O I：
10.1177/1050651909346929
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
In online consumer reviews on Web sites such as Epinions, laypeople write and post their evaluations of technical products. But how do they get readers to take their opinions seriously? One way that online reviewers establish credibility is to assert expertise. This article describes 10 types of assertions that online reviewers used (along with the three broader categories of these types), explaining the method used to test the types for reliability. This testing revealed that the types are reliable. This study lays the groundwork for understanding how reviewers construct expertise and, therefore, credibility and for gauging readers' perceptions of reviews that contain these assertions.
引用
收藏
页码：3 / 28
页数：26
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