Document Type

Work in Progress


Online review has become one of the most important references for modern consumers to purchase products or service. Based on combing the related literature on credibility of internet public opinions, this paper gives a summary of influence factors of perceived credibility of online reviews through three aspects: the credibility of source, the credibility of channel and the credibility of information. From the angle of online reviews information structure characteristics (including additional reviews vs. one-time reviews), this paper aims to discuss which one has higher perceived credibility, and information quality adjust the differences in perceived credibility.