Abstract

This study examines the factors that have an impact on online reviews reliability. A theoretical framework was built and empirically tested with a sample of 200 interviewees. Results of structural equation model show that the online reviews quality and perceived risk have positive impact on online review reliability. Accordingly, online review value and number have positive impact on online review quality, customer involvement and reviewer acception have positive impact on perceived risk. The results of this study also suggest that the character of online review and reviewer indirectly impact review reliability by impacting intermediate variables.

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