Investigating Electronic Word-of-Mouth Effects on Online Discussion Forums: The Role of Perceived Positive Electronic Word-of-Mouth Review Credibility

Electronic word of mouth (eWOM) has been an important factor influencing consumer purchase decisions. Using the ABC model of attitude, this study proposes a model to explain how eWOM affects online discussion forums. Specifically, we propose that platform (Web site reputation and source credibility) and customer (obtaining buying-related information and social orientation through information) factors influence purchase intentions via perceived positive eWOM review credibility, as well as product and Web site attitudes in an online community context. A total of 353 online discussion forum users in an online community (Fashion Guide) in Taiwan were recruited, and structural equation modeling (SEM) was used to test the research hypotheses. The results indicate that Web site reputation, source credibility, obtaining buying-related information, and social orientation through information positively influence perceived positive eWOM review credibility. In turn, perceived positive eWOM review credibility directly influences purchase intentions and also indirectly influences purchase intentions via product and Web site attitudes. Finally, we discuss the theoretical and managerial implications of the findings.

[1]  Cory L. Armstrong,et al.  Blogs of Information: How Gender Cues and Individual Motivations Influence Perceptions of Credibility , 2009, J. Comput. Mediat. Commun..

[2]  Jean-Charles Chebat,et al.  Consumer revenge behavior: A cross-cultural perspective , 2009 .

[3]  Andrew F. Hayes,et al.  Contemporary approaches to assessing mediation in communication research. , 2008 .

[4]  Yehoshua Liebermann,et al.  Message strategy by product-class type: A matching model , 1996 .

[5]  J. Chiou,et al.  Should a company have message boards on its Web sites? , 2003 .

[6]  S. Sen,et al.  Why are you telling me this? An examination into negative consumer reviews on the Web , 2007 .

[7]  Bruce D. Gelb,et al.  Adapting to "word of mouse" , 2002 .

[8]  Young-Gul Kim,et al.  Identifying key factors affecting consumer purchase behavior in an online shopping context , 2003 .

[9]  G. Prendergast,et al.  Online word of mouth and consumer purchase intentions , 2010 .

[10]  William B. Dodds,et al.  Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations , 1991 .

[11]  Shu-Chuan Chu,et al.  Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites , 2011 .

[12]  Marsha L. Richins.  Negative Word-of-Mouth by Dissatisfied Consumers: A Pilot Study , 1983 .

[13]  L. Harris,et al.  Dysfunctional Customer Behavior Severity: An Empirical Examination , 2009 .

[14]  R. Schindler,et al.  Perceived Helpfulness of Online Consumer Reviews: The Role of Message Content and Style , 2010 .

[15]  Wei-Na Lee,et al.  Antecedents and Consequences of Perceived Interactivity , 2002 .

[16]  Nancy Spears,et al.  Time Pressure and Information in Sales Promotion Strategy: Conceptual Framework and Content Analysis , 2001 .

[17]  Seounmi Youn,et al.  Online Word-of-Mouth (or Mouse): An Exploration of Its Antecedents and Consequences , 2006, J. Comput. Mediat. Commun..

[18]  S. Jang,et al.  Restaurant experiences triggering positive electronic word-of-mouth (eWOM) motivations. , 2011 .

[19]  Eric J. Karson,et al.  Reexamining and Extending the Dual Mediation Hypothesis in an On-line Advertising Context , 2005 .

[20]  Gianfranco Walsh,et al.  The Mannmaven: an agent for diffusing market information , 2001 .

[21]  Christian Homburg,et al.  Applications of structural equation modeling in marketing and consumer research: A review , 1996 .

[22]  R. Schindler,et al.  Perceived helpfulness of online consumer reviews: The role of message content and style: Perceived helpfulness of online consumer reviews , 2012 .

[23]  Yi-Wen Fan,et al.  Effect of Electronic Word-of-Mouth on Consumer Purchase Intention: The Perspective of Gender Differences , 2012, Int. J. Electron. Bus. Manag..

[24]  John J. Skowronski,et al.  Social judgment and social memory: The role of cue diagnosticity in negativity, positivity, and extremity biases. , 1987 .

[25]  Lawrence Feick,et al.  The Role of Interpersonal Sources in External Search: an Informational Perspective , 1984 .

[26]  John R. Nevin,et al.  The Differential Effects of Exercised and Unexercised Power Sources in a Marketing Channel , 1985 .

[27]  D. A. Kenny,et al.  The moderator-mediator variable distinction in social psychological research: conceptual, strategic, and statistical considerations. , 1986, Journal of personality and social psychology.

[28]  Stephanie Watts,et al.  Informational Influence in Organizations: An Integrated Approach to Knowledge Adoption , 2003, Inf. Syst. Res..

[29]  Izak Benbasat,et al.  Do I Trust You Online, and If So, Will I Buy? An Empirical Study of Two Trust-Building Strategies , 2006, J. Manag. Inf. Syst..

[30]  R. Dhar,et al.  The Effect of Time Pressure on Consumer Choice Deferral , 1999 .

[31]  Miriam J. Metzger.  Making sense of credibility on the Web: Models for evaluating online information and recommendations for future research , 2007, J. Assoc. Inf. Sci. Technol..

[32]  Andrew D. Gershoff,et al.  Consumer Acceptance of Online Agent Advice: Extremity and Positivity Effects , 2003 .

[33]  F. Sultan,et al.  Are the Drivers and Role of Online Trust the Same for All Web Sites and Consumers? A Large-Scale Exploratory Empirical Study , 2005 .

[34]  C. I. Hovland,et al.  The Influence of Source Credibility on Communication Effectiveness , 1951 .

[35]  Izak Benbasat,et al.  Investigating the Influence of the Functional Mechanisms of Online Product Presentations , 2007 .

[36]  Cheol Park,et al.  Information direction, website reputation and eWOM effect: A moderating role of product type , 2009 .

[37]  Scott B. MacKenzie,et al.  An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context , 1989 .

[38]  H. Bansal,et al.  Word-of-Mouth Processes within a Services Purchase Decision Context , 2000 .

[39]  Sabrina Helm,et al.  Viral Marketing - Establishing Customer Relationships by 'Word-of-mouse' , 2000, Electron. Mark..

[40]  Dennis L. Hoffman,et al.  Marketing in Hypermedia Computer-Mediated Environments : Conceptual Foundations 1 ) , 1998 .

[41]  William C. Martin,et al.  Modeling word-of-mouth usage , 2013 .

[42]  Miriam J. Metzger,et al.  Digital Media and Youth: Unparalleled Opportunity and Unprecedented Responsibility , 2008 .

[43]  Kathy Hammond,et al.  Measuring the impact of positive and negative word of mouth on brand purchase probability , 2008 .

[44]  Robert M. Schindler,et al.  Internet forums as influential sources of consumer information , 2001 .

[45]  C. Fornell,et al.  Evaluating structural equation models with unobservable variables and measurement error. , 1981 .

[46]  Cheol Park,et al.  Factors Influencing eWOM Effects: Using Experience, Credibility, and Susceptibility , 2011 .

[47]  Cynthia M. Webster,et al.  Word-Of-Mouth Communications: a Motivational Analysis , 1998 .

[48]  A. d’Astous,et al.  Consumer evaluations of movies on the basis of critics' judgments , 1999 .

[49]  R. Lutz.  Affective and cognitive antecedents of attitude toward the ad : A conceptual framework , 1985 .

[50]  Tim Mazzarol,et al.  Factors influencing word of mouth effectiveness: receiver perspectives , 2008 .

[51]  Andrew F. Hayes,et al.  The Sage sourcebook of advanced data analysis methods for communication research , 2008 .

[52]  Ingoo Han,et al.  The Effect of On-Line Consumer Reviews on Consumer Purchasing Intention: The Moderating Role of Involvement , 2007, Int. J. Electron. Commer..

[53]  Jacquelyn A. Burkell,et al.  Believe it or not: Factors influencing credibility on the Web , 2002, J. Assoc. Inf. Sci. Technol..

[54]  I. Ajzen,et al.  Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research , 1977 .

[55]  Dwayne D. Gremler,et al.  Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? , 2004 .

[56]  Mira Lee,et al.  Electronic word of mouth (eWOM) , 2009 .

[57]  Robin L. Nabi,et al.  The Persuasive Effect of Host and Audience Reaction Shots in Television Talk Shows , 2003 .

[58]  John G. Lynch,et al.  Reconsidering Baron and Kenny: Myths and Truths about Mediation Analysis , 2010 .

[59]  J. Rossiter,et al.  Advertising communications & promotion management , 1997 .

[60]  J. Jacoby,et al.  Consumer Behavior , 2024 .

[61]  A. Fiore,et al.  The role of the technology acceptance model in explaining effects of image interactivity technology on consumer responses , 2006 .

[62]  Ingoo Han,et al.  The effect of negative online consumer reviews on product attitude: An information processing view , 2008, Electron. Commer. Res. Appl..

[63]  J. Gotlieb,et al.  The Moderating Effects of Message Framing and Source Credibility on the Price-perceived Risk Relationship , 1994 .

[64]  Marsha L. Richins.  An Analysis of Consumer Interaction Styles in the Marketplace , 1983 .

[65]  J. Arndt.  Role of Product-Related Conversations in the Diffusion of a New Product , 1967 .

[66]  Jang-Sun Hwang,et al.  How Consumers Evaluate eWOM (Electronic Word-of-Mouth) Messages , 2009, Cyberpsychology Behav. Soc. Netw..

[67]  S. Breckler.  Empirical validation of affect, behavior, and cognition as distinct components of attitude. , 1984, Journal of personality and social psychology.

[68]  James C. Anderson,et al.  STRUCTURAL EQUATION MODELING IN PRACTICE: A REVIEW AND RECOMMENDED TWO-STEP APPROACH , 1988 .

[69]  Ahmad Jamal,et al.  INVESTIGATING THE EFFECTS OF SERVICE QUALITY DIMENSIONS AND EXPERTISE ON LOYALTY , 2009 .

[70]  Prem Shamdasani,et al.  Location, Location, Location: Insights for Advertising Placement on the Web , 2001, Journal of Advertising Research.

[71]  Gianfranco Walsh,et al.  Electronic Word-of-Mouth: Motives for and Consequences of Reading Customer Articulations on the Internet , 2003, Int. J. Electron. Commer..

[72]  Huaping Chen,et al.  Credibility of Electronic Word-of-Mouth: Informational and Normative Determinants of On-line Consumer Recommendations , 2009, Int. J. Electron. Commer..

[73]  Donal E. Carlston,et al.  Negativity and extremity biases in impression formation: A review of explanations. , 1989 .

[74]  Cate Riegner.  Word of Mouth on the Web: The Impact of Web 2.0 on Consumer Purchase Decisions , 2007, Journal of Advertising Research.

[75]  S. Chaiken,et al.  The psychology of attitudes. , 1993 .

[76]  Rolph E. Anderson,et al.  Multivariate Data Analysis (7th ed. , 2009 .

[77]  L. Harris,et al.  The Consequences of Dysfunctional Customer Behavior , 2003 .

[78]  Jason Q. Zhang,et al.  When does electronic word-of-mouth matter? A study of consumer product reviews☆ , 2010 .

[79]  Derek D. Rucker,et al.  On Braggarts and Gossips: A Self-Enhancement Account of Word-of-Mouth Generation and Transmission , 2012 .

[80]  Li-Shia Huang,et al.  The Influence of Reading Motives on the Responses after Reading Blogs , 2008, Cyberpsychology Behav. Soc. Netw..