Understanding the Drivers of eWOM Review Adoption: The Impact of Informational Determinants and Mediating Role of Perceived eWOM Review Credibility

Informational determinants influence users to evaluate the information based on its components. This study assessed the effect of informational determinants comprising argument strength, source credibility, prior belief confirmation, and visual information on the adoption of electronic word of mouth (eWOM) review, mediated by perceived eWOM review credibility (PeWOMRC). The empirical study was conducted by employing the quantitative survey method. Five hundred online consumers whose online purchase decisions relied on online reviews were selected using a homogenous purposive technique of sampling. The study’s findings revealed that source credibility and online visual information significantly affected the adoption of eWOM reviews. Prior belief confirmation and online visual information also considerably affected the PeWOMRC. The results also exhibited that PeWOMRC completely mediated the prior belief confirmation and eWOM review adoption relationship and mediated the online visual information and eWOM review adoption relationship partially. These findings offered practical insights for marketers intending to enhance eWOM effectiveness by leveraging credible sources and engaging visuals.