Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

Table 1 
Regression Results 
Purchase 
Intent 
Step1 Step2 Step3 
Expertise 
0.04 0.03 -0.01 
Pre-decisional disposition 
0.44* 
0.41* 
Perceived 
favorability 
0.59* 
Perceived source credibility 
-0.07 
R
2
 
0.01 0.26 0.40 
∆
 R
2
 
- 0.21 
0.14 
F for 
∆
 R
2
 
- 45.94* 
43.65* 
Note
. * stands for p<0.01. 
The regression analysis revealed that the perceived favorability of the online traveler reviews was 
positively related to purchase intent (
59
.
0
=
β
, t=7.57, p<0.001). However, such positive relationship with 
purchase intent was not observed for perceived source credibility (
07
.
0
−
=
β
, t=-1.15, p>0.25). Thus, Hypothesis 3 
was partially supported. 
DISCUSSION 
Our results suggest that facing non-diagnostic traveler reviews, perceived salience of cues for the source of 
the reviews messages was positively related to the perceived source credibility. However, no significant effect of 
source credibility on purchase intent was observed. We attribute the observed insignificant relationship to the subtle 
manipulation of source cues, which failed to induce a stronger perception of source credibility. It could be that 
salience of the cues is only one factor among many others that influence the perception of source credibility. For 

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