Currently, consumers may have access to this information almost everywhere at any time on the internet, such as e-commerce platforms, blogs, online stores, shopping forums, and so on. It also enables both consumers and businesses to take advantage of mass collaboration and open-source technology (i.e., Wikinomics) to make better decisions in their daily life. Web 2.0 has provided tremendous opportunities for users to share their opinions and purchasing experiences in the form of online reviews. Besides, it helps e-commerce platforms to customize online reviews for each reader to satisfy their information need and help them to make a better purchasing decision. Our study contributes to information processing literature, especially in the context of online reviews, and suggests a better classification of the attributes related to online reviews using the HSM. In addition, homophily between the reader and the source also moderates the relationship between review credibility and its source. The results show that reader’s involvement moderates source credibility, internal consistency, review objectivity, and review sidedness on review credibility. To test our hypotheses, we performed a user study on the Amazon Mechanical Turk platform. Drawing upon the heuristic–systematic model (HSM) and considering the readers’ perspective, this study predicts that readers’ involvement and homophily between the reader and the review author (source) moderate the relationships between the credibility perception of online reviews and its antecedent factors.
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