Cheung, Christy M.K

Liu, Ivy L.B.

Xiao, Bo

English

AIS Electronic Library (AISeL)

Association for Information SystemsAIS Electronic Library (AISeL)SIGHCI 2011 Proceedings Special Interest Group on Human-ComputerInteraction2011Do Actions Speak Louder than Voices? The Impactof Observational Learning and Electronic Word ofMouth on Consumer Purchase Decisions and theModerating Role of Consumer ExpertiseBo XiaoDepartment of Computer Science (Information Systems), Hong Kong Baptist University, boxiao@comp.hkbu.edu.hkChristy M.K CheungDepartment of Finance & Decision Sciences, School of Business, Hong Kong Baptist University, ccheung@hkbu.edu.hkIvy L.B. LiuDepartment of Information Systems, College of Business, City University of Hong Kong, liboliu2@student.cityu.edu.hkFollow this and additional works at: http://aisel.aisnet.org/sighci2011This material is brought to you by the Special Interest Group on Human-Computer Interaction at AIS Electronic Library (AISeL). It has been acceptedfor inclusion in SIGHCI 2011 Proceedings by an authorized administrator of AIS Electronic Library (AISeL). For more information, please contactelibrary@aisnet.org.Recommended CitationXiao, Bo; Cheung, Christy M.K; and Liu, Ivy L.B., "Do Actions Speak Louder than Voices? The Impact of Observational Learning andElectronic Word of Mouth on Consumer Purchase Decisions and the Moderating Role of Consumer Expertise" (2011). SIGHCI 2011Proceedings. 24.http://aisel.aisnet.org/sighci2011/24Xiao et al.   Do Actions Speak Louder than Voices?  Proceedings of the Tenth Annual Workshop on HCI Research in MIS, Shanghai, China, December 4, 2011  1  Do Actions Speak Louder than Voices? The Impact of Observational Learning and Electronic Word of Mouth on Consumer Purchase Decisions and the Moderating Role of Consumer Expertise   ABSTRACT The growing popularity of online social platforms has significantly increased the importance of consumer social interactions as a market force. In this study, we focus on two types of online social interactions, namely, electronic word of mouth (eWOM) and observational learning (OL), and explore how they influence consumer purchase decisions. Additionally, we examine the moderating role of consumer expertise in consumer purchase decisions. Analyzing panel data collected from a popular online   beauty forum, we found that consumer purchase decisions are influenced by their online social interactions with others and that action-based OL information is more influential than opinion-based eWOM. Further, our results show that consumer expertise plays an important moderating role: Compared to less experienced consumers, those with higher level of experience are less likely to be influenced by others’ opinions but more likely to be influenced by others’ actions. The study makes important contributions to research and practice.    Bo Xiao  Department of Computer Science (Information Systems) Hong Kong Baptist University, Hong Kong SAR boxiao@comp.hkbu.edu.hk  Christy M.K. Cheung  Department of Finance & Decision Sciences, School of Business, Hong Kong Baptist University, Hong Kong SAR ccheung@hkbu.edu.hk  Ivy L.B. Liu Department of Information Systems, College of Business, City University of Hong Kong, Hong Kong SAR liboliu2@student.cityu.edu.hk 

Do Actions Speak Louder than Voices? The Impact of Observational Learning and Electronic Word of Mouth on Consumer Purchase Decisions and the Moderating Role of Consumer Expertise

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Do Actions Speak Louder than Voices? The Impact of Observational Learning and Electronic Word of Mouth on Consumer Purchase Decisions and the Moderating Role of Consumer Expertise

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