Determining consumers’ most preferred eWOM platform for movie reviews: A fuzzy analytic hierarchy process approach

作者：

Highlights：

• Four eWOM platforms were evaluated using fuzzy AHP based on two global criteria.

• Source credibility was found to be more important than information quality.

• Review sites emerged as the most preferred eWOM platform among movie-goers.

摘要

•Four eWOM platforms were evaluated using fuzzy AHP based on two global criteria.•Source credibility was found to be more important than information quality.•Review sites emerged as the most preferred eWOM platform among movie-goers.

论文关键词：Electronic word-of-mouth (eWOM),Online reviews,Movies,Information quality,Source credibility,Fuzzy AHP

论文评审过程：Available online 12 November 2013.

论文官网地址：https://doi.org/10.1016/j.chb.2013.10.034