With the prosperous growth of the Internet, online consumer reviews have become the important source of information for consumers who seek to discover the product quality. This easily accessible information could greatly affect the consumer purchase intention. The objective of this study is to investigate the factors that influence the online consumer review credibility and the affect of the latter on consumer purchase intention.
Based on the Elaboration Likelihood Model – ELM, the research model was developed to examine the relationship among argument quality, source credibility, perceived online review credibility and consumer’s purchase intention. The model was tested empirically using two samples of 130 (Thailand) and 120 (Taiwan) respondents who had experience reading beauty blog review.
After various analyses, this research found that argument quality and source credibility have the significant effect on perceived online review credibility and consumer’s purchase intention. In addition, mediator analysis was applied to explain the role of perceived online review credibility in this model. The results drawn from this research will generate insights on people’s use of blog reviews and provide the practitioners with a guideline on the design and management blog reviews to facilitate reader credibility evaluation. The limitation and suggestion for future research are also discussed.

With the prosperous growth of the Internet, online consumer reviews have become the important source of information for consumers who seek to discover the product quality. This easily accessible information could greatly affect the consumer purchase intention. The objective of this study is to investigate the factors that influence the online consumer review credibility and the affect of the latter on consumer purchase intention.
Based on the Elaboration Likelihood Model – ELM, the research model was developed to examine the relationship among argument quality, source credibility, perceived online review credibility and consumer’s purchase intention. The model was tested empirically using two samples of 130 (Thailand) and 120 (Taiwan) respondents who had experience reading beauty blog review.
After various analyses, this research found that argument quality and source credibility have the significant effect on perceived online review credibility and consumer’s purchase intention. In addition, mediator analysis was applied to explain the role of perceived online review credibility in this model. The results drawn from this research will generate insights on people’s use of blog reviews and provide the practitioners with a guideline on the design and management blog reviews to facilitate reader credibility evaluation. The limitation and suggestion for future research are also discussed.

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