Online customer reviews provide a rich shopping experience for potential customers and share information of products and services of tourism websites. Potential customers who have purchase intention can achieve useful information to decrease perceived risk with purchase uncertainty and help to make rational decisions. Prior research concentrates on how online customer reviews affect customer purchase intention, customer purchase behavior and website business performance, while all of the studies ignore the research perspective of website creditability. As credit is becoming a key factor to judge the operation quality of tourism websites, for filling the research gap, we firstly provide empirical evidence to explore how online customer reviews influence business performance with website creditability as an intermediary variable and additionally verify the significance of information quality as a moderator. The research findings show that the intermediary effects of creditability on online customer reviews and website business performance are significant, however, the moderate effect is not significant, which is distinguished from a large number of previous studies.
Li, Chao and Feng, Weixi, "How Online Customer Reviews Influence Creditability and Business Performance of Tourism Websites?" (2018). ICEB 2018 Proceedings (Guilin, China). 66.