This work proposed an integrated model incorporating review quality and quantity to explore the extent to which consumers adopt electronic word-of-mouth (e-WOM) information. A linear structural equation model was employed to analyze 435 valid responses and test it against the hypotheses. The empirical results suggest that in terms of e-WOM the influence of review quantity outweighs that of the review quality. Review consistency negatively correlates with informational influence. Consumers are alert to highly consistent reviews and may easily doubt ones that contain similar content. Furthermore, the relationship between perceived persuasiveness and social influence will not be inhibited by confirmation bias.
- Electronic word-of-mouth
- Online consumer reviews