- E-ISSN2233-5382
- KCI
E-ISSN : 2233-5382
Influence of Word of Mouse and Consumers Attitudes on Consumers' Decision-Making in E-Commerce
KIM, Hyunsu
KIM, Woohyoung
Abstract
Purpose: Prior studies rarely investigated the effects of the Word of Mouse (WoM) information on consumers' motivation and willingness to purchase a product. Furthermore, few scholars have studied how word-of-mouth information works and they fail to find consistent results. Research design, data and methodology: This study uses a multivariate regression model to investigate the influence of WoM on consumer attitudes and consumer decision-making. It categorizes the quality of WoM into source level and acceptance level, to analyze its influence from a new perspective. A total of 400 surveys were completed, resulting in 336 usable questionnaires for analysis. It was collected in 14 cities from all regions in China. This study constructs a theoretical model of WoM influence on consumers' purchase willingness based on a systematic review of the related literature on WoM quality, perceived value, customer trust, and consumers' purchase willingness. Results: Empirical results reveal that the Internet WoM (consumer's source level and acceptance level) indirectly affects consumer behavior by influencing consumer attitudes. Conclusions: This study provides practical significance and value for merchants to develop better WoM marketing and to establish the reliability of WoM websites. Companies should consider online WoM from the perspective of consumers, thereby improving existing marketing strategies.
- keywords
- Word of Mouse, Consumer Attitude, Consumer Decision-Making, Multi-Variable Regression Analysis
Reference
Aaker, J. L. (1997). Dimensions of brand personality. Journal of marketing research, 34 (3), 347-356.
Ajzen, I. (2002). Perceived behavioral control, self efficacy, locus of control, and the theory of planned behavior 1. Journal of applied social psychology, 32 (4), 665-683.
Arndt, J. (1967). Role of Product Related Conversations in the Diffusion of a New Product Journal of Marketing Research 4 , 291-295.
Bagozzi, R. P., & Burnkrant, R. E. (1979). Attitude organization and the attitude behavior relationship. Journal of Personality and Social Psychology, 37 (6), 913-929.
Baron, R. A. (1988). Negative effects of destructive criticism: Impact on c onflict, self efficacy, and task performance. Journal of Applied Psychology, 73 (2), 199-207.
Bi, J. D. (2009). An Empirical Study on Internet Word of Mouth Affecting Consumer Purchase Intention. Journal of Intelligence, (11), 46-51.
Brian, T. R. (2001). The Economics of Consumer Knowledge. Journal of Consumer Research, 27 (4), 397-411.
Buttle, F. A. (1998). Word of mouth: understanding and managing referral marketing. Journal of strategic marketing, 6 (3), 241-254.
Burton, S., Lichtenstein, D. R., Netemeyer, R. G., Garretson, J. A. (1998). A scale for measuring attitude toward private label products and an examination of its psychological and behavioral correlates. Journal of the academy of marketing science, 26 (4), 293-306.
Cacioppo, J. T., Petty, R. E., & Morris, K. J. (1983). Effects of need for cognition on message evaluation, recall, and persuasion. Journal of personality and social psychology, 45 (4), 805-818.
Chaudhuri, A. A., Holbrook, M.B. (2001). The chain of effects from brand trust and brand affe ct to brand performance: the role of brand loyalty . Journal of marketing, 65 (2), 81-93.
Cheung, C. M., Lee, M. K., & Rabjohn, N. (2008). The impact of electronic word of mouth: The adoption of online opinions in online customer communities. Internet research, 18 (3), 229-247.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. Management Information Systems Quarterly, 13 (3), 319-340.
Datta, N., Holevo, A. S., & Suhov, Y. M. (2005). On a sufficien t condition for additivity in quantum information theory. Problems of Information Transmission, 41 (2), 76-90.
Dobele, A., & Lindgreen, A. (2010). Exploring the nature of value in the word of mouth referral equation for h ealth care. Journal of Marketing Man agement, 27 (3/4), 269-290.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations . Journal of marketing research, 28 (3), 307-319.
Doll, W. J., & Torkzadeh, G. (1988). The measurement of end user computing satisfaction. MIS quarterly, 259-274.
Eagly, A., & Chaiken, S. (1998). Attitude structure and function. Handbook of social psychology. Boston , MA : McGrow Hill Company.
Engel, J.F., Blackwell, R.D. D., Miniard, P.W. (1995). Consumer Behavior 8th (ed). Chicago: The Dryden
Fishbein, M., Jaccard, J., Davidson, A. R., Ajzen, I., & Loken, B. (1980). Predicting and understanding family planning behaviors. In I. Ajzen, & M. Fishbein (Eds.), Understanding attitudes and predicting social behavior.
Fishbein, M., & Manfredo, M. J. (1992). A theory of behavior change . Influencing human behavior, 24 (1), 29-50.
Gilly, M. C., Graham, J. L., Wolfinbarger, M. F., & Yale, L. J. (1998). A dyadi c study of interpersonal information search. Journal of the Academy of Marketing science, 26 (2), 83-100.
Gong, S., Li, Q., Zhao, P., & Ren, Z. W. (2018). Marketing Communication in the Digital Era: Online Advertising, Online Word of Mouth, and Mobile Game Sales. Nankai Business Review, 21 (2), 28-42.
Herr, H. W., Wartinger, D. D., Fair, W. R., & Oettgen, H. F. (1992). Bacillus Calmette Guerin therapy for superficial bladder cancer: a 10 year follow up. The Journal of urology, 147 (4), 1020-1023.
Huang, Y., & Zhu, S. D. (2003). Word of Mouse Marketing in the 21st Century and Its Development Potential in China. Modernization of Management , (6), 33-36.
Lin, Y., Liu, H.L., & Yuan, B. (2017). Consumer Response to Entrepreneur's Word of Mouth in Network Environmen t. China Soft Science, (01), 103-114.
Meng, Y., Wang, H., & Wang, W. (2017). The Effect of Electronic Word of mouth on sales through fine gained sentiment analysis. Management Review, 29 (1), 144-154.
Moheimani, S. O. R. Fleming, A. J. Behrens , S . (2003). “On the feedback structure of wideband piezoelectric shunt damping systems ..”, IOP Smart Materials and Structures 12, 49-56.
Netemeyer, R. G. Krishnan, B. Pullig, C. Wang, G. Yagci, M. Dean, D. Ricks, J.J., Wirth, F. (2004). Developing and validat ing measures of facets of customer based brand equity. Journal of Business Research 57 (2), 209-224.
Peter, J.P., & Olson, J.C. (1996). Understanding consumer behavior. Burr Ridge, IL Irwin Professional Publishing.
Stauss , B. (1997). Global word of mouth: service bashing on the Internet is a thorny issue. Marketing Management, 6 (3), 28-30.
Sun, C. H. & Liu, Y. Z. (2009). The Effect of WOM on Consumers Perception of Information Usefulness. Journal of Intelligence , (10), 51-54.
Van den Berg, H., Manstead, A.S.R., Van der Pligt, J., & Wigboldus, D.H.J. (2006). The impact of affective and cognitive focus on attitude formation. Journal of Experimental Social Psychology, 42 , 373-379.
Westbrook, R. A. (1987). Product/consumption based affective responses and post purchase processes. Journal of marketing research, 24 (3), 258-270.
Wu, P., & Li, L. (2011). An Empirical Study on the Factors Influencing Purchase Intention of Private Labels of Retailing Channels . China Business and Market, 25 (5), 78-82.
Zhang, X. D., & Zhu, M. (2011). Research on the Influence of Internet word of mouse on consumers buying behavior. Consumer Economics, (3), 15-17.
Zhang, X., & Dong D. H. (2008). Internet Word of Mouth Strategy . Marketing Herald , (6), 61-64.
Zhang, Y. (2013). Instant Marketing Model and Strategy Realization from the Perspective of Communication Taking WeChat Marketing as an Example . China Publishing (16), 18-20.
- Downloaded
- Viewed
- 0KCI Citations
- 0WOS Citations