eWOM Credibility Scale

What it measures

Measures the perceived credibility of online consumer reviews and electronic word-of-mouth (eWOM) across three dimensions: the quality and strength of the arguments made in the review, the perceived credibility of the reviewer, and the degree to which the review confirms prior beliefs. eWOM credibility is a key determinant of whether online reviews influence purchase decisions.

Representative items

• The reviews I read contain convincing arguments. (Argument Strength)
• The reviews I read provide factual evidence. (Argument Strength)
• The reviewers seem to be credible. (Source Credibility)
• The reviewers seem to have experience with the product. (Source Credibility)
• The reviews I read confirm my prior thoughts about the product. (Confirmation)

Citation

Cheung, C.M.K., Lee, M.K.O., & Rabjohn, N. (2008). The impact of electronic word-of-mouth: The adoption of online opinions in online customer communities. Internet Research, 18(3), 229–247.