Serial mediation of perceived usefulness and EWOM adoption in virtual communities and the moderating effect of gender

Purpose– This study analyzes the adoption behavior of eWOM information from the consumer\u27s perspective. In virtual communities, this study examines the serial mediation of perceived usefulness and adoption of eWOM between eWOM characteristics (credibility, quality, and vivacity) and the intention to visit a tourist destination and gender as a moderator. This study makes a significant theoretical and practical contribution by the purpose of an integrative model, according to the ELM model, and by examining the moderating effect of gender. Design/Methodology/Approach – This study tests the hypothesis using an experimental scenario simulation method. Signals embedded in various components of the eWOM (stimuli/scenarios) were used, such as interactivity with the message (Like number, comment, sharing) or the content of the message (Text, Visual, Video). The new model (based on the ELM model) was validated by PLS-SEM based on an online survey of 548 members of the virtual consumption communities where content shared is about tourism and hospitality, tourism experiences, and recommendations of Algerian tourist destinations. Findings – The results confirm that perceived usefulness and adoption are two serial mediators between the relationship between eWOM characteristics and visit intention. Finally, gender moderates the indirect effect between eWOM quality and the intention to visit. Originality of the research – This study proposes to develop an integrative model by testing the serial mediating effects of perceived usefulness and information adoption for the first time regarding the influence of the three eWOM characteristics on behavioral intention and investigates the role of gender as a moderator

Understanding online consumer behavior and eWOM strategies for sustainable business management in the tourism industry

Electronic word of mouth (eWOM) has been widely used by most consumers on di erent digital platforms. This review aimed to obtain further insights into online consumer behavior through social networking sites and online reviews sites to help tourism businesses develop sustainable eWOM strategies. To this end, an exploratory study was developed to analyze available literature on eWOM strategies and online consumer behavior. The systematic literature review analysis focused on the following two main topics: (i) tourism and (ii) eWOM. The scientific database, Web of Science, was used to collect relevant literature on the subject. The search terms “Tourism” and “eWOM” were used. Searching the database, Web of Science, yielded a total of 124 articles; upon application of di erent filters, a total of 14 studies were included in the final dataset. The results of the present study provide new insights into consumer behavior for social sciences and businesses for the adoption of sustainable strategies to increase the influence of eWOM on the tourism industry.FCT: UIDB/04020/2020/ UIDB/04470/2020info:eu-repo/semantics/publishedVersio

Antecedents of Usefulness of Electronic Word of Mouth (E-WOM) Information on Consumer’s Purchase Intention

This study examines the effect of communication through social media (electronic word of mouth) on consumer’s purchase intentions. This research model was developed from the theory of information adoption model. The study was conducted by quantitative approach through survey method. The data collection process is done online, with the sample size reaching 240 respondents. The data analysis method used to test the relationship between variables in this study is regression analysis. The study findings show that source credibility, source perceptions, two-sided information, and information ratings positively and significantly impact the usefulness of electronic word-of-mouth information. In comparison, the argument quality does not affect the usefulness of electronic word-of-mouth information. The usage variable of the information of active viral influence has a positive and significant effect on the adoption information of electronics word-of-mouth, which has a positive and significant effect on consumer purchase intentions

Consequences of consumer regret with online shopping

Negative online reviews can significantly hurt future sales. After impulsive decisions, consumers may feel regret and write negative online reviews. Two studies are conducted to understand the origin and consequences of negative reviews according to the review content and the responsibility for the mistake in the decision. The first study analyses the influence on the review creation of regret with the process and the outcome through structural equation modelling. For the second study, a 2 × 2 experimental design was conducted. This study analyses how different content in the review (regret with the process vs. regret with the outcome) and guilt of the error (the consumer vs. the seller) affects the perceived persuasiveness, usefulness and credibility of the information, and the intention to follow the advice. The results show that for generating negative reviews, it is the regret with the process coupled with the presence of regret with the outcome which ultimately leads to the intention to write negative reviews. However, the results of the second study show that reviews that criticize the outcome are more damaging than those that criticize the process. Furthermore, reviews that show regret in which the buyer is responsible affect readers more through the greater persuasion they generate

The importance of customer trust toward ewom on customer behavior: The case of generation y in Indonesia

This study determines the effects of customer trust towards eWOM on customer behavior. This study focuses on Generation Y in Indonesia. The samplesof this study are about 260 respondents who have used eWOM. This study uses structural equation modelling (SEM) to analyze data. The results of this study indicate that trust can mediate the customer experience toward eWOM on customer behavior. The attractiveness of eWOM itself strongly influences customer trust toward eWOM. Other results also show the critical role of customer trust towards eWOM indirectly improving customer behavior

The Role of Opinion Leadership Characteristics and Brand Commitment as Drivers of Brand-Related Electronic Word of Mouth (EWOM) in Social Networking Sites (SNS)

Previous studies on the antecedents of Electronic Word of Mouth (EWOM) have either focused on the opinion leadership characteristics of individuals, or on brand commitment. It is the aim of this study to combine these two separate streams of research by evaluating the impact of opinion leadership characteristics and brand commitment as possible drivers of EWOM on Social Networking Sites (SNS). It is found that brand commitment is indeed a strong driver of brand related EWOM. Brand commitment mediates the motivation to engage in EWOM by those who already exhibit opinion leadership characteristics. In addition, the findings show that those who have opinion leadership characteristics and those who do not have opinion leadership differ in the type of EWOM they engage in. This can be defined as Active EWOM (content creation) and Passive EWOM (forwarding information). Marketers can use this information to design strategies that appeal to the needs of those with opinion leadership characteristics by creating novel experiences, or to enhance commitment by rewarding users who share positive information about the brand

Word-of-mouth on financial products in online communities: an exploration into the why, what, and how?

This paper examines consumers' motivations to engage in electronic word-of-mouth (WOM) and its influences on the cognitive and affective aspects of the WOM message. A sample of 201 consumers was collected from an online survey. Regressions show that four motivations had significant relationships with cognitive and affective aspects of positive messages and two in the case of negative messages. Cognitive and affective aspects were both found to be positively related to message effectiveness, although the former had a greater influence. Findings suggest that consumers use both positive and negative WOM to achieve their objectives, but are more selective when engaging in negative WOM. Managers should encourage consumers to share more factual information about their consumption experience with others through WOM. Managers will gain a better understanding of WOM by analyzing individual messages for its content and delivery

Conceptualizing the Electronic Word-of-Mouth Process: What We Know and Need to Know About eWOM Creation, Exposure, and Evaluation

Electronic word of mouth (eWOM) is a prevalent consumer practice that has undeniable effects on the company bottom line, yet it remains an over-labeled and under-theorized concept. Thus, marketers could benefit from a practical, science-based roadmap to maximize its business value. Building on the consumer motivation–opportunity–ability framework, this study conceptualizes three distinct stages in the eWOM process: eWOM creation, eWOM exposure, and eWOM evaluation. For each stage, we adopt a dual lens—from the perspective of the consumer (who sends and receives eWOM) and that of the marketer (who amplifies and manages eWOM for business results)—to synthesize key research insights and propose a research agenda based on a multidisciplinary systematic review of 1050 academic publications on eWOM published between 1996 and 2019. We conclude with a discussion of the future of eWOM research and practice