Online Word-Of-Mouth and Mobile Product Reviews:An Experimental Investigation of the Mediating Role of Mobile Self Efficacy

Online word-of-mouth (WOM) has been studied extensively by electronic commerce researchers, particularly in the realm of online product reviews. As mobile computing becomes more and more common, difference in navigation and the ability to foster focus may lead to changes in the way in which consumers read and react to mobile product reviews compared to online reviews. We use research related to mobile computing limitations, Mobile Self Efficacy and information overload to outlines a study in which two common online review outcomes, trust in the review and purchase intention are evaluated in a mobile environment

Consumer Adoption of Health Information Systems

At nearly 18 percent of the country\u27s GDP, the U.S. healthcare industry continues to wrestle with growing cost and a quality of care that does not match the increased spending. The dominant focus to date has been on promoting Health IT (HIT) system implementation and digitizing health records at the provider\u27s end, with scant attention to the role of the patient in the healthcare process. The source of inefficiency in the healthcare system is not only on account of shortcomings at the provider\u27s end but also due to non-compliance (such as failing to adhere to medication advice and follow-up visits) at the patient\u27s end. Because of this two-fold inefficiency, recent focus has been on engaging the patient to jointly work with the physicians in managing their health and wellness. There are several health related IT applications (popularly called as health apps) and online health communities directly targeted at the consumer for aiding self-management of one\u27s health and wellness. However, widespread adoption and usage of these systems by consumers is yet to happen, which underscores the need for a systematic study to identify the factors that drive consumer adoption and usage of these HIT systems. This dissertation focuses on the mechanisms underlying consumer adoption and usage of HIT systems through three essays. Together the three essays advance our knowledge of the factors that underlie consumer adoption and usage of HIT systems and the interventions through which adoption and usage of these systems can be further enhanced. The theoretical and practical implications of the findings and directions for future research are discussed. Future research that builds on the findings of this dissertation research will not only advance theory but also significantly impact policies that guide IT driven consumer health and wellness initiatives

Intention to Provide Online Reviews: An Expectation-Confirmation Model with Review Involvement

Online reviews have become a good source of information for shoppers with increase in e-commerce activity. Although research has examined various factors behind customer online review posting behaviour, the role of online reviews in further propagating online reviews has not been given enough attention. In this study, we use the expectation-confirmation theory for examining customer review posting behaviour based on their examination of online reviews from other shoppers. The study reveals a few interesting and counter-intuitive findings that add to research and practice in understanding online review posting behaviour. The study also examines the role of review involvement and its effect on shoppers’ behaviour. The results show that shoppers are more inclined to write reviews when confirmation leads to lower satisfaction. Theoretical and managerial implications based on the findings have also been presented. Available at: https://aisel.aisnet.org/pajais/vol10/iss2/3

INCREASING PURCHASE INTENTION AND WORD-OF-MOUTH THROUGH HOTEL BRAND AWARENESS

Purpose – Mobile applications (apps) have been widely used in many industries as a method for companies to communicate with customers. The hotel industry is one of the top sectors that utilizes mobile apps. The majority of luxury hotels are updating themselves being a part of this new wave. The aim of this study was to investigate the impact of hotel brand awareness from hotel-branded mobile application towards WOM and purchase intention by the travelers based on the theory of consumption values. Design – A survey was administrated to 453 foreign travelers in Bangkok who used hotel-branded mobile apps in order to evaluate the accuracy and effectiveness of the conceptual model. Methodology – Structural equation modeling (SEM) was used for model estimation. Findings – The results revealed that hotel brand awareness acted as a mediator in the relationship between the attributes of mobile applications and travellers\u27 consumer behaviour such as purchase intention and word of mouth. In order to raise brand awareness in mobile apps, it is essential to create value through the mobile apps, have proficient virtual interactivity, and reasonable rewards. Originality of the research – Only limited amount of the previous research is available attempting to identify insights into how the value proposition attributes of mobile apps could be better designed to deliver enhanced brand awareness

The impact of brand communication on brand equity through Facebook

Purpose: The purpose of this study is to fill the gap in the discussion of the ways in which firm-created and user-generated social media brand communication impacts consumer-based brand equity metrics through Facebook. Design/methodology/approach: We evaluated 302 data sets that were generated through a standardized online-survey to investigate the impact of firm-created and user-generated social media brand communication on brand awareness/associations, perceived quality, and brand loyalty across 60 brands within three different industries: non-alcoholic beverages, clothing, and mobile network providers. We applied structural equation modeling techniques (SEM) to investigate the effects of social media brand communication on consumers’ perception of brand equity metrics, as well as in an examination of industry-specific differences. Findings: The results of our empirical studies showed that both firm-created and user-generated social media brand communication influence brand awareness/associations; whereas, user-generated social media brand communication had a positive impact on brand loyalty and perceived brand quality. Additionally, there are significant differences between the industries being investigated. Originality/value: This article is pioneering in that it exposes the effects of two different types of social media brand communication (i.e., firm-created and user-generated social media communication) on consumer-based brand equity metrics, a topic of relevance for both marketers and scholars in the era of social media. Additionally, it differentiates the effects of social media brand communication across industries, which indicate that practitioners should implement social media strategies according to industry specifics to lever consumer-based brand equity metrics

Impact of the length of stay at hotels on online reviews

Purpose The length of stay (LoS) is of major importance from the perspective of the management of tourist destinations. As tourists heavily rely on the online reviews of other travelers as a primary information source, this study aims to empirically examine how the LoS can influence the online reviews for hotels, with special emphasis on the textual review content. Design/methodology/approach This study analyzes online review data collected from Booking.com by using the Linguistic Inquiry and Word Count program to operationalize review depth, analytical thinking and the authenticity reflected in customer reviews. Based on the analyzed data, this study used a series of regression analyses to understand the impacts of the LoS on online reviews. Findings The author’s analysis found that a longer stay at a hotel causes consumers to be more likely to post online reviews that not only include a numerical rating as well as written content but also lengthier and more detailed descriptions of their hotel experiences. Further analysis found that the LoS at hotels causes systematic differences in the linguistic attributes of the review content. Specifically, consumers who stay longer tend to write reviews with more analytical information, resulting in consumers perceiving the online reviews as more authentic. Research limitations/implications Although the LoS has been considered a significant issue in tourism, studies examining the impact of different lengths of stay on consumers’ post-purchase behaviors are limited. In this light, the author’s findings demonstrate how the LoS can change the linguistic attributes of online reviews. It expands the body of knowledge of the LoS in tourism. Originality/value This study represents the first attempt to empirically examine and reveal how the different length of stay at a hotel systemically influences consumer review-posting behaviors

Perceived derived attributes of online customer reviews

The influence of online customer reviews (OCRs) on customers' purchase intention has recently gained considerable attention, in both academic and business communities. Technology allows customers to freely and easily post their comments and opinions online about any product or service; this type of customer review can have a significant effect on customers' purchase decisions. Previous studies, however, have mainly focused on the influence of the virtual attributes of OCRs such as volume and valence on consumers' intentions, while limited attention has been paid to understanding the effects of the derived attributes. This study, thus, aims to understand the impact of the perceived derived attributes of OCRs on customer trust and intention. This study develops a – Perceived Derived Attributes (PDA) - model, based on the inclusion of perceived control from the Theory of Planned Behaviour (TPB) with the Technology Acceptance Model (TAM), in order to investigate the effects of OCRs on customers’ purchasing intention. A total of 489 responses to a survey were collected from users of amazon.com. The findings from this study suggest that customer trust in an e-vendor and their intention to shop online are significantly affected by perceived usefulness, perceived ease of use and perceived enjoyment of OCRs. Furthermore, the sense of control derived from OCRs significantly affects customer intention and significantly affects customer trust in e-vendors, particularly for customers who frequently check OCRs before making a purchase. Clearly, those attributes of OCRs are linked to the development of the shopping environment, which consequently can affect sales

The effect of social media communication on consumer perceptions of brands

Researchers and brand managers have limited understanding of the effects social media communication has on how consumers perceive brands. We investigated 504 Facebook users in order to observe the impact of firm-created and user-generated social media communication on brand equity, brand attitude and purchase intention by using a standardized online survey throughout Poland. To test the conceptual model, we analyzed 60 brands across three different industries: non-alcoholic beverages, clothing and mobile network operators. When analyzing the data, we applied the structural equation modeling technique to both investigate the interplay of firm-created and user-generated social media communication and examine industry-specific differences. The results of the empirical studies showed that user-generated social media communication had a positive influence on both brand equity and brand attitude, whereas firm-created social media communication affected only brand attitude. Both brand equity and brand attitude were shown to have a positive influence on purchase intention. In addition, we assessed measurement invariance using a multi-group structural modeling equation. The findings revealed that the proposed measurement model was invariant across the researched industries. However, structural path differences were detected across the models