Purpose: This paper examines the role that attitudes toward online product reviews (OPRs), perceived credibility of OPRs and perceived benefit of OPRs play as antecedents of consumers’ reliance on OPRs in purchase decisions. A conceptual model of relationships investigated posits that...

Purpose: The purpose of this study is to examine factors affecting the extent of consumers’ use of electronic word-of-mouth (eWOM), specifically online product reviews (OPRs), during their decision-making process. It also examines their motives for using OPRs. Design/methodology/approach: The...