The impact of electronic word‐of‐mouth: The adoption of online opinions in online customer communities
TL;DR: An information adoption model was developed to examine the factors affecting information adoption of online opinion seekers in online customer communities and found comprehensiveness and relevance to be the most effective components of the argument quality construct.
Abstract: Purpose – Web‐based technologies have created numerous opportunities for electronic word‐of‐mouth (eWOM) communication. This phenomenon impacts online retailers as this easily accessible information could greatly affect the online consumption decision. The purpose of this paper is to examine the extent to which opinion seekers are willing to accept and adopt online consumer reviews and which factors encourage adoption.Design/methodology/approach – Using dual‐process theories, an information adoption model was developed to examine the factors affecting information adoption of online opinion seekers in online customer communities. The model was tested empirically using a sample of 154 users who had experience within the online customer community, Openrice.com. Users were required to complete a survey regarding the online consumer reviews received from the virtual sharing platform.Findings – The paper found comprehensiveness and relevance to be the most effective components of the argument quality construct ...
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TL;DR: It is found that microblogting is an online tool for customer word of mouth communications and the implications for corporations using microblogging as part of their overall marketing strategy are discussed.
Abstract: In this paper we report research results investigating microblogging as a form of electronic word-of-mouth for sharing consumer opinions concerning brands. We analyzed more than 150,000 microblog postings containing branding comments, sentiments, and opinions. We investigated the overall structure of these microblog postings, the types of expressions, and the movement in positive or negative sentiment. We compared automated methods of classifying sentiment in these microblogs with manual coding. Using a case study approach, we analyzed the range, frequency, timing, and content of tweets in a corporate account. Our research findings show that 19p of microblogs contain mention of a brand. Of the branding microblogs, nearly 20p contained some expression of brand sentiments. Of these, more than 50p were positive and 33p were critical of the company or product. Our comparison of automated and manual coding showed no significant differences between the two approaches. In analyzing microblogs for structure and composition, the linguistic structure of tweets approximate the linguistic patterns of natural language expressions. We find that microblogging is an online tool for customer word of mouth communications and discuss the implications for corporations using microblogging as part of their overall marketing strategy. © 2009 Wiley Periodicals, Inc.
1,753 citations
Cites background from "The impact of electronic word‐of‐mo..."
...Cheung, Lee, & Rabjohn (2008) examined the extent to which people were willing to accept and adopt online consumer reviews and the factors that encouraged adoption....
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01 Dec 2012
TL;DR: This study conducted a systematic review of eWOM research and identified key factors related to the major elements of the social communication literature and built an integrative framework explaining the impact of e WOM communication on consumer behavior.
Abstract: The notion of electronic word-of-mouth (eWOM) communication has received considerable attention in both business and academic communities. Numerous studies have been conducted to examine the effectiveness of eWOM communication. The scope of published studies on the impact of eWOM communication is large and fragmented and little effort has been made to integrate the findings of prior studies and evaluate the status of the research in this area. In this study, we conducted a systematic review of eWOM research. Building upon our literature analysis, we used the social communication framework to summarize and classify prior eWOM studies. We further identified key factors related to the major elements of the social communication literature and built an integrative framework explaining the impact of eWOM communication on consumer behavior. We believe that the framework will provide an important foundation for future eWOM research work.
1,132 citations
Cites background from "The impact of electronic word‐of‐mo..."
...Dual-process theory [21] Elaboration Likelihood Model (ELM) [15,23,36,56,64,65,67,73] Heuristic–Systematic Model (HSM) [36,78] Interpersonal theory Persuasive [21,46,64,66,77]...
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...[15] Argument quality Source credibility NIL...
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...Among the 25 identified eWOM papers, a dual-process theory of human information processing such as the Elaboration Likelihood Model (ELM) [68] and the Heuristic–Systematic Model (HSM) [9] was the most commonly used theoretical foundation in the study of the impact of eWOM communication....
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...When applying the dual-process theory of human information processing, including the Elaboration Likelihood Model (ELM) [68] and Heuristic–Systematic Model (HSM) [9] in the eWOM context, researchers tended to consider quality of reviews (argument quality) as the central route, while source credibility and quantity of reviews were considered as the peripheral cues (see Table 7)....
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...This model was adapted from the Elaboration Likelihood Model (ELM) [68]; the impacts of information quality and source credibility on eWOM adoption are mediated by information usefulness....
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TL;DR: In this paper, the authors identify the factors affecting the perceived usefulness of online consumer reviews by investigating two aspects of online information: (1) the characteristics of review providers, such as the disclosure of personal identity, the reviewer's expertise and reputation, and (2) reviews themselves including quantitative (i.e., star ratings and length of reviews) and qualitative measurements (e.g., perceived enjoyment and review readability).
692 citations
Cites background from "The impact of electronic word‐of‐mo..."
...However, the limited online setting makes it difficult for people to make such an evaluation given the availability of personal information (Cheung et al., 2008; Schindler & Bickart, 2005)....
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TL;DR: In this paper, the authors adopt the elaboration likelihood model to identify what influences travelers to adopt information from online reviews in their decision making, and find that high-involvement travelers adopt both central (information quality) and peripheral (product ranking) factors.
Abstract: Online reviews (ORs) are continuing to foster a renewed spread of word-of-mouth in the travel industry. Travelers are increasingly using ORs to inform them about accommodations and other tourism-related products. As such, it is important to improve our understanding of the behavioral consequences of e-word-of-mouth. In this article, we adopt the elaboration likelihood model to identify what influences travelers to adopt information from ORs in their decision making. We measure the influence of six dimensions of information quality that are part of the central route and two dimensions that are associated with the peripheral route of persuasion. The results of this study reveal that product ranking, information accuracy, information value-added, information relevance, and information timeliness are strong predictors of travelers’ adoption of information from ORs on accommodations. These results imply that high-involvement travelers adopt both central (information quality) and peripheral (product ranking) ro...
654 citations
TL;DR: A conceptual model was developed based on the integration of Information Adoption Model and related components of Theory of Reasoned Action that confirmed that quality, credibility, usefulness and adoption of information, needs of information and attitude towards information are the key factors of eWOM in social media that influence consumers' purchase intentions.
640 citations
References
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TL;DR: In this paper, the statistical tests used in the analysis of structural equation models with unobservable variables and measurement error are examined, and a drawback of the commonly applied chi square test, in additit...
Abstract: The statistical tests used in the analysis of structural equation models with unobservable variables and measurement error are examined. A drawback of the commonly applied chi square test, in addit...
56,555 citations
"The impact of electronic word‐of‐mo..." refers background in this paper
...50 respectively (Fornell and Larcker, 1981)....
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...It is indicated by low correlations between the measure of interest and the measure of other constructs (Fornell and Larcker, 1981)....
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01 Jan 1989
TL;DR: Regression analyses suggest that perceived ease of use may actually be a causal antecdent to perceived usefulness, as opposed to a parallel, direct determinant of system usage.
40,975 citations
"The impact of electronic word‐of‐mo..." refers background in this paper
...Users want to find the information that they want quickly and with little effort (Nah and Davis, 2002). It is therefore important to have only the most relevant information present in the online community. Dunk (2004) also suggested that relevance is an important element in decision making....
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TL;DR: In this article, the authors developed and validated new scales for two specific variables, perceived usefulness and perceived ease of use, which are hypothesized to be fundamental determinants of user acceptance.
Abstract: Valid measurement scales for predicting user acceptance of computers are in short supply. Most subjective measures used in practice are unvalidated, and their relationship to system usage is unknown. The present research develops and validates new scales for two specific variables, perceived usefulness and perceived ease of use, which are hypothesized to be fundamental determinants of user acceptance. Definitions of these two variables were used to develop scale items that were pretested for content validity and then tested for reliability and construct validity in two studies involving a total of 152 users and four application programs. The measures were refined and streamlined, resulting in two six-item scales with reliabilities of .98 for usefulness and .94 for ease of use. The scales exhibited hgih convergent, discriminant, and factorial validity. Perceived usefulness was significnatly correlated with both self-reported current usage r = .63, Study 1) and self-predicted future usage r = .85, Study 2). Perceived ease of use was also significantly correlated with current usage r = .45, Study 1) and future usage r = .59, Study 2). In both studies, usefulness had a signficnatly greater correaltion with usage behavior than did ease of use. Regression analyses suggest that perceived ease of use may actually be a causal antecdent to perceived usefulness, as opposed to a parallel, direct determinant of system usage. Implications are drawn for future research on user acceptance.
40,720 citations
01 Jan 1973
TL;DR: In this paper, a six-step framework for organizing and discussing multivariate data analysis techniques with flowcharts for each is presented, focusing on the use of each technique, rather than its mathematical derivation.
Abstract: Offers an applications-oriented approach to multivariate data analysis, focusing on the use of each technique, rather than its mathematical derivation. The text introduces a six-step framework for organizing and discussing techniques with flowcharts for each.
Well-suited for the non-statistician, this applications-oriented introduction to multivariate analysis focuses on the fundamental concepts that affect the use of specific techniques rather than the mathematical derivation of the technique. Provides an overview of several techniques and approaches that are available to analysts today - e.g., data warehousing and data mining, neural networks and resampling/bootstrapping. Chapters are organized to provide a practical, logical progression of the phases of analysis and to group similar types of techniques applicable to most situations.
Table of Contents
1. Introduction.
I. PREPARING FOR A MULTIVARIATE ANALYSIS.
2. Examining Your Data.
3. Factor Analysis.
II. DEPENDENCE TECHNIQUES.
4. Multiple Regression.
5. Multiple Discriminant Analysis and Logistic Regression.
6. Multivariate Analysis of Variance.
7. Conjoint Analysis.
8. Canonical Correlation Analysis.
III. INTERDEPENDENCE TECHNIQUES.
9. Cluster Analysis.
10. Multidimensional Scaling.
IV. ADVANCED AND EMERGING TECHNIQUES.
11. Structural Equation Modeling.
12. Emerging Techniques in Multivariate Analysis.
Appendix A: Applications of Multivariate Data Analysis.
Index.
37,124 citations
TL;DR: This chapter discusses Structural Equation Modeling: An Introduction, and SEM: Confirmatory Factor Analysis, and Testing A Structural Model, which shows how the model can be modified for different data types.
Abstract: I Introduction 1 Introduction II Preparing For a MV Analysis 2 Examining Your Data 3 Factor Analysis III Dependence Techniques 4 Multiple Regression Analysis 5 Multiple Discriminate Analysis and Logistic Regression 6 Multivariate Analysis of Variance 7 Conjoint Analysis IV Interdependence Techniques 8 Cluster Analysis 9 Multidimensional Scaling and Correspondence Analysis V Moving Beyond the Basic Techniques 10 Structural Equation Modeling: Overview 10a Appendix -- SEM 11 CFA: Confirmatory Factor Analysis 11a Appendix -- CFA 12 SEM: Testing A Structural Model 12a Appendix -- SEM APPENDIX A Basic Stats
23,353 citations