6,465 research outputs found

    Effects of Aggregate Rating on eWOM Acceptance: An Attribution Theory Perspective

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    Online shoppers are increasingly relying on electronic word-of-mouth (eWOM), which refers to Internet-mediated opinions and recommendations on products and services from experienced consumers, to optimize their purchase decisions and reduce purchase risks. Anchored on the attribution theories, this research investigates how consumers would process and respond to the rich information provided by a eWOM system. More specifically, it examines the potential interactions between two eWOM components, namely aggregate rating and individual review, on consumers’ recommendation acceptance. The results from a laboratory experiments revealed that when a positive customer review is accompanied with negative aggregate rating, consumers are more likely to attribute the review to non-product-related factors rather than product-related factors. However, this effect is not significant when the customer review is negative. In addition, product-related attributions have positive impacts on a review’s perceived diagnosticity and credibility, both of which could increase the likelihood of consumer acceptance

    Tourists behavior during their trip: How they use and offer recommendations?

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    The rise of new technologies has changed the way tourists trust in eWOM to choose a restaurant. There is a growing use of opinion and price comparison websites, where opinions and ratings can be shared with other users. In addition, the spreading of false or paid comments has made this type of webs seek the generation and maintenance of trust. However, there are few studies that analyse how to generate trust in these webs and its effect in the intention of the consumer to participate in WOM behaviours, once the tourist is already in its tourist destination. Therefore, this research analyses the influence of recommendations on the generation of tourists’ trust in the review websites of restaurant industry while they are in the destination. A regression analysis of data from 439 tourists has revealed that the perceived credibility, the quality of the information and the quality of the web affect trust in review websites. This fact encourages the contracting of restaurant services and communication among consumers, both in a traditional way (WOM) and through the review websites (eWOM), while the tourist is in the tourism destination.Universidad de Málaga. Campus de Excelencia Internacional Andalucía Tech

    Relationship Electronic Word of Mouth with College Image

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    Globalization in higher education has a direct impact on competition among universities in Indonesiawhich becomes keener. The competition motivates each university to continuously improve its quality. The existence of the Internet creates electronic communications and this is the beginning of the term Electronic Word of Mouth (eWOM). Electronic word of mouth has become a phenomenon that is essential to the improvement of the image in a company / organization / institution. This study aims to identify and analyze the influence of someone's motivation who engaged in electronic word of mouth to enhance the image of the college. This research used quantitative method by analyzing the data using Structural Equation Modeling (SEM). SEM is review the multivariate analysis of variables or using scale nominal / ratio. Research shows that people are motivated to do eWOM because positive self enhancement, to helping the company, and advice seeking. The findings suggest that eWOM positive and significant effect on the image of the college

    Relationship Electronic Word of Mouth With College Image

    Get PDF
    Globalization in higher education has a direct impact on competition among universities in Indonesiawhich becomes keener. The competition motivates each university to continuously improve its quality. The existence of the Internet creates electronic communications and this is the beginning of the term Electronic Word of Mouth (eWOM). Electronic word of mouth has become a phenomenon that is essential to the improvement of the image in a company / organization / institution. This study aims to identify and analyze the influence of someone’s motivation who engaged in electronic word of mouth to enhance the image of the college. This research used quantitative method by analyzing the data using Structural Equation Modeling (SEM). SEM is review the multivariate analysis of variables or using scale nominal / ratio. Research shows that people are motivated to do eWOM because positive self enhancement, to helping the company, and advice seeking. The findings suggest that eWOM positive and significant effect on the image of the college

    eWOM: the effects of online consumer reviews on purchasing decision of electronic goods

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    Internet has become the primary source of information for a large number of consumers and it has dramatically changed the consumer behaviour. One of the main changes in modern consumer behaviour has been the transition from a passive to an active and informed consumer. Internet enables customers to share their opinions on, and experiences with, goods and services with a multitude of other consumers. Online consumer reviews are used by prospective buyers of related products who are interested in obtaining more information from people who have purchased and used a product of interest. Word-of-mouth (WOM) is one of the most important information sources when a consumer is making a purchase decision. The arrival and expansion of the Internet has extended consumers' options for gathering product information by including other consumers' comments, posted on the Internet, and has provided consumers opportunities to offer their own consumption-related advice by engaging in electronic word-of-mouth (eWOM). eWOM can be defined as all informal communications directed at consumers through Internet-based technology related to the usage or characteristics of particular goods and services, or their sellers. The aim of this study is to assess the impact of, one type of electronic word-of-mouth (eWOM), the online consumer review, on purchasing decision of electronic products. This empirical study also focuses on the relationship between reviews and purchasing behaviour. An instrument was prepared to measure the proposed constructs, with questionnaire items taken from prior studies but adapted to fit the context of e-commerce. The survey was applied to academicians in Turkey through internet. The data was analyzed using the SPSS package. The results show that consumer reviews have a causal impact on consumer purchasing behaviour and they have an effect on choosing the products by consumer. Finally, the results and their implications are discussed

    Trust and reciprocity effect on electronic word-of-mouth in online review communities

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    Purpose Social media developments in the last decade have led to the emergence of a new form of word of mouth (WOM) in the digital environment. Electronic word-of-mouth (eWOM) is considered by many scholars and practitioners to be the most influential informal communication mechanism between businesses and potential and actual consumers. The purpose of this paper is to extend knowledge about WOM in this new context by proposing a conceptual framework that enables a better understanding of how trust and reciprocity influence eWOM participation in ORCs. Design/methodology/approach This study applies non-probability convenience sampling technique to conduct a quantitative study of data from an online survey of 189 members of ORCs. Partial least squares (PLS) is used to analyse the correlations between individuals’ intention to seek opinion, to give their own opinion and to pass on the opinion of another within ORCs. Findings The data analysis reveals that opinion seeking within ORCs had a direct effect on opinion giving and opinion passing. Ability trust and integrity trust had a positive effect on opinion seeking, while benevolence trust had a direct positive effect on opinion passing. Reciprocity had a direct impact on opinion passing. While reciprocity did not affect opinion giving, the relationship between these two concepts was mediated by integrity trust. Research limitations/implications By studying the complexities that characterise the relationships between reciprocity, trust and eWOM, the study extends understanding of eWOM in ORCs. Originality/value To the best of the authors’ knowledge, this is one of only a few papers that have examined the complex interrelationships between reciprocity, trust and eWOM in the context of ORCs

    Electronic word of mouth in social media: The common characteristics of retweeted and favourited marketer-generated content posted on Twitter

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    Marketers desire to utilise electronic word of mouth (eWOM) marketing on social media sites. However, not all online content generated by marketers has the same effect on consumers; some of them are effective while others are not. This paper aims to examine different characteristics of marketer-generated content (MGC) that of which one lead users to eWOM. Twitter was chosen as one of the leading social media sites and a content analysis approach was employed to identify the common characteristics of retweeted and favourited tweets. 2,780 tweets from six companies (Booking, Hostelworld, Hotels, Lastminute, Laterooms and Priceline) operating in the tourism sector are analysed. Results indicate that the posts which contain pictures, hyperlinks, product or service information, direct answers to customers and brand centrality are more likely to be retweeted and favourited by users. The findings present the main eWOM drivers for MGC in social media.Abdulaziz Elwalda and Mohammed Alsagga

    Efecto de la confianza en la lealtad y el eWOM en las comunidades virtuales de marca.

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    La confianza en la marca y en la Comunidad Virtual de Marca (CVM) pueden contribuir a la generación de lealtad a la marca y eWOM positivo. Sin embargo, no han sido muchos los estudios empíricos que han incluido ambos tipos de confianza en la evaluación de los resultados de las CVM. Por lo tanto, este trabajo tiene como objetivo explorar cómo la confianza en la marca y la confianza en la comunidad influyen en la lealtad y en el eWOM. Para ello se emplearon datos procedentes de una encuesta realizada a usuarios de CVM que fueron analizados mediante la técnica PLS. Los resultados confirman que la confianza en la marca influye en la lealtad y en el eWOM tanto directamente, como indirectamente a través de la confianza en la CVM. Además, la lealtad favorece la generación de eWOM. Las implicaciones para la práctica de marketing son comentadas.Universidad de Málaga. Campus de Excelencia Internacional Andalucía Tech

    Online review helpfulness and firms’ financial performance: an empirical study in a service industry

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    The purpose of this study is to bridge a research gap in the electronic word-of-mouth (eWOM) literature: measuring the effect of the degree of online review helpfulness (ORH) on firms’ financial performance. As studies of the impact of ORH on firm performance in the context of service industries in general and more specifically in the hospitality sector are virtually non-existent, this work intends to offer insights to eWOM researchers by analyzing if and to what extent ORH affects the financial performance of hospitality firms. Based on a re-visitation of the antecedents of ORH stemming from information adoption models, social influence theory and dual process theory, we analyze the moderating effects of the degree of ORH on the relationships between online review valence/volume and firms’ financial performance. Based on the examination of 395,964 online reviews (ORs) related to 261 higher-end hotels located in London, the third most visited destination worldwide, we find that the degree of ORH positively moderates the positive effect of OR valence on financial performance, while it does not moderate significantly the positive effect of OR volume on financial performance. Theoretical contributions to the nascent research stream taking an outcome-oriented approach to the study of eWOM helpfulness and managerial implications are discussed

    Impacts of WeChat on Millennials’ Perceptions and Consumption Behaviors in the Hotel Industry

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    Social media, known as interactive Web 2.0 Internet-based applications, has deeply changed and reformed interpersonal communication and business operation with the wide spread of Internet and the development of technology. In the past few years, since mobile apps are becoming more and more popular, the access of social media is not limited to tablet computers only, but is also available for almost all kinds of smart phone devices, such as iPhone, Android, Symbian and so on. The function of social media is not confined to real- time message transmission or information sharing any more. It has expanded to a widely range of features, such as online purchase and payment, e-commerce business, and service for different types of social events. Social media plays an increasingly important role in daily personal life as well as in business activities. People are not merely considered as social media users, but also the component of social media itself. As a result, it is very crucial for people to realize the importance and impacts of social media, especially for those business operators. WeChat (Weixin in Chinses, literally “micro message”) is a cross-platform instant text and voice messaging communication service for multiple mobile devices, developed by Tecent in China, first released in the January of 2011. It is claimed to provide “the new way to connect” and create “a way of life”. It is free to download, install and register, and support all kinds of smart phone platforms with multiple language versions, such as Chinese, English, Japanese, French, and Spanish. WeChat provides its users different ways to communicate and interact with friends innovatively through instant text messaging, hold-to-talk voice messaging, group messaging, lively video sharing, location sharing, money transferring, and contact information sharing. Among all the WeChat users, Millennials is the majority. With the growing-up of Millennials, they are becoming more and more powerful and important to the society and will be the next target segmentation for most of the industries in the very near future. Especially for the hotel industry, the industry that urges to attract Millennials patrons for further substantial development, how to attract Millennials is becoming a critical issue for those hotel operators
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