Title: Internet-facilitated consumer-to-consumer communication: the moderating role of receiver characteristics

Authors: Fei Xue, Joseph E. Phelps

Addresses: College of Communication & Information Sciences, University of Alabama, Box 870172, Tuscaloosa, AL 35487-0172, USA. ' Department of Advertising and Public Relations, College of Communication & Information Sciences, University of Alabama, Box 870172, Tuscaloosa, AL 35487-0172, USA

Abstract: This study explores relationships among several factors that may influence the persuasive power of online consumer-to-consumer communication. The results call into question the assumption that consumer remarks posted on an independent online forum will automatically be more persuasive than remarks posted on a corporate website. Instead, the findings suggest that reactions to consumer-generated product reviews are moderated by receiver characteristics such as product involvement and experience with offline consumer-to-consumer communication.

Keywords: consumer-to-consumer communication; product reviews; consumer comments; word of mouth; receiver characteristics; internet.

DOI: 10.1504/IJIMA.2004.004016

International Journal of Internet Marketing and Advertising, 2004 Vol.1 No.2, pp.121 - 136

Available online: 12 Mar 2004 *

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