Understanding the Adoption of Incentivized Word-of-Mouth in the Online Environment

Nowadays, word-of-mouth is a very important component of e-commerce activity because consumers are sensitive to other people’s opinions. Depending on the companies’ politics, these opinions can be incentivized or non-incentivized. One major dilemmas consists in establishing which kind has more influence customers’ perceptions. The purpose this study assess relationships between perceived argument quality (PAQ) and source expertise (PSE), one hand, electronic adoption intention for an message compared non-incentivized message. We processed answers from two different random groups by using adapted PAQ PSE inventories questions. constructs, latent variables items were analyzed IBM Amos software, our findings confirm hypotheses regarding relationship attributes (argument expertise) credibility. Additionally, we found significant positive credibility intention. Our research also explores moderating role type (incentivized vs. non-incentivized) above, discovered that significantly moderates credibility, but does not moderate eWOM