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The Internet is deeply changing how buyers and sellers interact in the marketplace. The Web enables consumers to be informed on their purchases both online and offline thanks to crowdsourced reviews. However, recent studies have found evidence that online consumers review could be not truthful as some users such as owners, competitors, paid users, sometimes post fake reviews. In this context the question of credibility is becoming more and more relevant in the Web 2.0 environment in which the concepts of social influence and electronic word of mouth are acquiring a great importance. The user’s perception of online reviews can influence source credibility and the perception of the quality of a product/service, as well as the likelihood that someone will purchase the product/service. This study proposes a model that analyses elements that influence online information credibility and the impact of the perceived credibility on purchase intention.

CREMOR: CREdibility Model on Online Reviews-How people Consider Online Reviews Believable