Exploring the Moderating Role of Readers’ Perspective in Evaluations of Online Consumer Reviews

Ehsan Abedin, Antonette Mendoza, Shanika Karunasekera

Research output: Contribution to journalArticlepeer-review

12 Citations (Scopus)
23 Downloads (Pure)


Drawing upon the heuristic–systematic model (HSM) and considering the readers’ perspec-tive, 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. To test our hypotheses, we performed a user study on the Amazon Mechanical Turk platform. The results show that reader’s involvement moderates source credibility, internal consistency, review objectivity, and review sidedness on review credibility. In addition, homophily between the reader and the source also moderates the relationship between review credibility and its source. 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. 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.

Original languageEnglish
Pages (from-to)3406-3424
Number of pages19
JournalJournal of Theoretical and Applied Electronic Commerce Research
Issue number7
Publication statusPublished - Dec 2021
Externally publishedYes


  • Heuristic– systematic model
  • Information credibility
  • Online consumer reviews
  • Readers’ perspectives


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