Abstract This study conceptualizes, operationalizes, and identifies the drivers of online product review (OPR) relevance and examines its relative effect on OPR impact compared to review credibility. In contrast to previous studies, this study is the first to conceptualize review credibility as a distinct construct from reviewer expertise and trustworthiness comprising a cognitive-affective dimension (perceptions) and a behavioral dimension (likelihood to act). Results show that review relevance contributes significantly to explaining OPR impact and that review relevance and review credibility (drivers of OPR impact) provide a significantly better fit to the empirical data than review credibility alone. In fact, review relevance is almost an equally strong driver of OPR impact as review credibility. However, the relationships between review credibility and its two hypothesized drivers—reviewer trustworthiness and reviewer expertise—are mixed. While a significant positive relationship is found between credibility and trustworthiness, as expected, a significant negative relationship is found between credibility and expertise.

中文翻译：

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在线产品评论的影响：评论可信度和评论相关性的相对影响

摘要这项研究概念化，可操作化并确定了在线产品评论（OPR）相关性的驱动因素，并检查了其与评论可信度相比对OPR影响的相对影响。与以前的研究相比，本研究是第一个将评论可信度概念化的概念，它与评论者的专业知识和可信度截然不同，包括认知情感维度（感知）和行为维度（行动的可能性）。结果表明，评论相关性对解释OPR影响有很大贡献，并且评论相关性和评论可信度（OPR影响的驱动因素）比单独的评论可信度更能很好地拟合经验数据。实际上，与审核可信度一样，审核相关性几乎是OPR影响的重要驱动因素。然而，审查可信度与其两个假设驱动因素（审查者可信度和审查者专业知识）之间的关系是混杂的。正如预期的那样，在可信度和可信度之间发现了显着的正向关系，而在可信度和专业知识之间却发现了显着的负向关系。