Effects of attribute and valence of e-WOM on message adoption: Moderating roles of subjective knowledge and regulatory focus

@article{Lee2012EffectsOA,
  title={Effects of attribute and valence of e-WOM on message adoption: Moderating roles of subjective knowledge and regulatory focus},
  author={Kyung-Tag Lee and Dong-Mo Koo},
  journal={Computers in Human Behavior},
  year={2012},
  volume={28},
  pages={1974-1984}
}
0747-5632/$ see front matter 2012 Elsevier Ltd. A http://dx.doi.org/10.1016/j.chb.2012.05.018 ⇑ Corresponding author. Tel.: +82 53 950 7412; fax E-mail addresses: leekt@knu.ac.kr (K.-T. Lee), unlim 1 Tel.: +82 53 950 7322; fax: +82 53 950 6247. The current study proposes a model to test whether online review valence and attributes have an effect on credibility, and whether regulatory focus and subjective knowledge have moderating effects. Three hundred nineteen university students participated… CONTINUE READING

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