eWOM anatomy of online product reviews: interaction effects of review number, valence, and star ratings on perceived credibility

Consumers encounter many cues when making online purchases, particularly when reading product reviews. When competing heuristics are triggered, which emerges as more persuasive? This study explores online reviews of an Amazon-like platform to see how star ratings, numbers of reviews, and review valence provide cues to consumers which influence perceived credibility. Two experiments utilizing different samples provide converging evidence that...