The Impact of Positive Electronic Word-of-Mouth on Consumer Online Purchasing Decision View Full Text


Ontology type: schema:Chapter     


Chapter Info

DATE

2009

AUTHORS

Christy M. K. Cheung , Matthew K. O. Lee , Dimple R. Thadani

ABSTRACT

Despite the extensive use of online reputational mechanism such as products reviews forum to promote trust and purchase decisions, there has been little empirical evidence to support the notion that positive word-of-mouth (eWOM) plays a role in impacting trust and purchase intentions. Using the belief-attitude-intention framework as a foundation, we suggest that positive eWOM reinforces consumers’ original belief and attitude towards vendors in the aspect of trust. Through a laboratory experiment, we investigate the moderating effect of positive eWOM on the relationships among consumers’ belief (i.e. cognitive trust - competence & integrity), attitude (i.e. emotional trust), and behavioral intention to shop online. Results show that positive eWOM strengthens the relationship between consumers’ emotional trust and their intention to shop online, as well as the relationship between consumers’ perceived integrity and attitude. Implications for the current investigation and future research directions are provided. More... »

PAGES

501-510

References to SciGraph publications

  • 2008-09. Do online reviews affect product sales? The role of reviewer characteristics and temporal effects in INFORMATION TECHNOLOGY AND MANAGEMENT
  • 2008. Social Recommendations within the Multimedia Sharing Systems in EMERGING TECHNOLOGIES AND INFORMATION SYSTEMS FOR THE KNOWLEDGE SOCIETY
  • 2008. The Impact of Readability on the Usefulness of Online Product Reviews: A Case Study on an Online Bookstore in EMERGING TECHNOLOGIES AND INFORMATION SYSTEMS FOR THE KNOWLEDGE SOCIETY
  • Book

    TITLE

    Visioning and Engineering the Knowledge Society. A Web Science Perspective

    ISBN

    978-3-642-04753-4
    978-3-642-04754-1

    Identifiers

    URI

    http://scigraph.springernature.com/pub.10.1007/978-3-642-04754-1_51

    DOI

    http://dx.doi.org/10.1007/978-3-642-04754-1_51

    DIMENSIONS

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