Research Of Source Credibility Of Online Review Based On Relationship Stages

With the rapid development of the Internet, online review has became the main source for consumer to collect product information. The source credibility of online review get more and more attention for the anonymous character of Internet. In the traditional environment, the source credibility is usually used in assessment of advertising spokesperson. This study aims to find how to measure the online review's source credibility model, and explore how it effects the consumer's trust on online review.This study dynamically researches source credibility of online review, studies how the source credibility effect consumer's trust in online product's review. First, this study reviews and summarizes the literatures on online customer reviews,source credibility and relationship stages; on this basis, from the organization (Web site) and individual (Reviewer) 2 aspect finding the effect of the source credibility to review trust. Build the source credibility models in the Internet environment, including 5 dimensions: website expertness, website trustworthiness, website attractiveness, reviewer expertness, reviewer attractiveness, using empirical method tested that the first four dimensions of source credibility is positive effect on the review's trust, reviewer attractiveness is not significant.Next, this study clarifies the relationship stages between consumers and Internet retailers, examines the model in the Exploration and the Extension stages. We conclude that the model is valid in the two stages after testing the theoretical model. And than we test the different path coefficients in the two stages, find that from exploration stage to extension stage, website expertness has less effect on review's trust, website trustworthiness, website attractiveness and reviewer expertness has more effect on review trust. Finally, the paper discusses the theoretical and practical meanings, and prospects for future research.