ABSTRACT This article aims to examine the effects of different features of various eWOM (electronic word-of-mouth) platforms on consumers’ perceived credibility of eWOM regarding the product-related risks. Based on the stimuli–organism–response (S–O–R) theory, this study establishes a model to explore the relationships among eWOM platforms, tie strength, social cues, and perceived eWOM credibility. A mixed design of 2 (eWOM platforms) × 2 (product-related risks) conditions experiment and a survey method is applied to verify the model. The results show that tie strength between eWOM publishers and recipients positively influences the perceived eWOM credibility. The volume of social cues in eWOM platforms positively influences the perceived credibility of a female, while the opposite is true for a male. Both tie strength and volume of social cues in social media are greater than those in e-commerce websites. For products with low risks, eWOM in e-commerce websites is perceived to be more credible. Findings implicate that interactive functions should be added to the product comment area to enhance communications between the reviewers and potential consumers. Findings also encourage the cooperation between e-commerce websites and social media and suggest that managers should develop proper strategies in different situations.

中文翻译：

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eWOM 平台的差异如何影响消费者的认知和决策

摘要 本文旨在研究各种 eWOM（电子口碑）平台的不同特征对消费者对 eWOM 对产品相关风险的感知可信度的影响。本研究基于刺激-有机体-反应 (S-O-R) 理论，建立了一个模型来探索 eWOM 平台、关系强度、社会线索和感知 eWOM 可信度之间的关系。应用2（eWOM平台）×2（产品相关风险）条件实验和调查方法的混合设计来验证模型。结果表明，eWOM 发布者和接收者之间的联系强度对感知的 eWOM 可信度产生积极影响。eWOM 平台中的社交线索量对女性的感知可信度有积极影响，而男性则相反。社交媒体中的联系强度和社交线索量都大于电子商务网站。对于低风险的产品，电子商务网站的eWOM被认为更可信。调查结果表明，应在产品评论区添加互动功能，以加强评论者与潜在消费者之间的沟通。调查结果还鼓励电子商务网站和社交媒体之间的合作，并建议管理人员应在不同情况下制定适当的策略。