Social network service created a new communication channel among information providers and receivers as it is widely used in the world, and it made the on-line word of mouth(WOM) effect more powerful. Unlike most of the previous studies representing t...

Social network service created a new communication channel among information providers and receivers as it is widely used in the world, and it made the on-line word of mouth(WOM) effect more powerful. Unlike most of the previous studies representing the WOM effects in online environment, this study examined the influence of WOM through Weibo, the most popular social network service in China.
The results can be summarized as follows. The result of this study supported all main effect hypothesis. It was also found that the involvement has a moderating effect on the relationship between perceived expertise and WOM information credibility. And prior knowledge also has a moderating effect on the relationship between perceived homophily and WOM information credibility.

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