The Study Of Cosumers' Perceptions Credibility Of Ewom From Cognitive Style And Social Media

Nowadays,online shopping has become one of the most popular consumption patterns.Unlike the consumption in the traditional stores,consumers cannot reach and feel the commodities in the network environment.Thus they need the help of electronic word of mouth(eWOM)to make decisions.The development of the network,create extensive conditions for eWOM,which has become an important information source for consumers.With the social media continuously go deep into people's lives,eWOM from social media also has a significant impact in consumers' decisions.However,in different social media,eWOM are quite different in terms of sources,the way of organization and other aspects.At present,a large number of studies have analyzed the factors that affect consumer perception to the credibility of eWOM information,but few studies have compared the differences from two types of social media.This paper will first study this situation and contrast weibo and third-party review site.Meanwhile,this research will also verify the moderating effects of the cognitive style of consumers on the influence of characteristic of eWOM information on perceived credibility.This research addresses the two following questions:how the characteristics of eWOM information affect consumers' perceptions of the credibility?how do the cognitive style of consumers moderate the impact?The conclusion shows that argument quality,information sidedness,source credibility and information consistency of eWOM have remarkable effect on perceived credibility.In addition,the study finds that cognitive style of the consumers and social media types could moderate the influence of source credibility on consumers' perceptions of the information credibility,and social media types could moderate the influence of information consistency on consumers' perceptions of the information credibility.