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ISSN : 1229-8778
Decision making can be differed by the time effect, for example, a difference is shown between information seeking for the product you need right away, and information seeking for the product needed in the future. Based on the construal level theory, it can be expected that eWOM(electronic word of mouth) would be more effective, when the temporal distance between the purchase matches the social distance between the eWOM informants. Distinguishing Facebook friends as eWOM informants with a close social distance and bloggers as eWOM informants with a far social distance, this study examined how the temporal distance between the purchase and the social distance between the eWOM sources affect the choice of the consumer.
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