Article2008

The impact of electronic word‐of‐mouth

Christy M.K. Cheung · Matthew Lee · Neil Rabjohn

1,369 citations0/0 files storedInternet Research

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Digital Marketing and Social Media Consumer Behavior and Marketing Influence Technology Adoption and User Behaviour

Abstract

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 of the research model, making them key influencers of information adoption. Research limitations/implications – Only 46 per cent of the variance is explained by the constructs due to its intentional simplicity. This would indicate that there are more actors in motivating information adoption than solely information usefulness. A closer look should be taken at the effectiveness of some of the other motivational factors suggested in the previous research on this topic. Practical implications – The paper outlines ways to effectively promote one's business or cause through online customer communities, as well as general tips for web site and forum moderators for facilitating such presentation in a manner useful to the members of their online communities. Originality/value – This paper is one of the first to develop and empirically test a theory‐driven information adoption model for opinion seekers in online customer communities. It also uniquely breaks down and tests the components of argument quality to discern the important motivating factors.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 1994A Dynamic Theory of Organizational Knowledge Creation 2003The DeLone and McLean Model of Information Systems Success: A Ten-Year Update 1986Organizational Information Requirements, Media Richness and Structural Design 1997The Psychology of Attitudes 2004Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?1980Heuristic versus systematic information processing and the use of source versus message cues in persuasion.

Cited by

2016The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption 2014What makes online reviews helpful? A diagnosticity-adoption framework to explain informational and normative influences in e-WOM 2013E-WOM and Accommodation 2014What makes a useful online review? Implication for travel product websites 2015Why do travelers trust TripAdvisor? Antecedents of trust towards consumer-generated media and its influence on recommendation adoption and word of mouth

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