Department of Finance & Decision Sciences
The impact of positive electronic word-of-mouth on consumer online purchasing decision
Despite the extensive use of online reputational mechanism such as products reviews forum to promote trust and purchase decisions, there has been little empirical evidence to support the notion that positive word-of-mouth (eWOM) plays a role in impacting trust and purchase intentions. Using the belief-attitude-intention framework as a foundation, we suggest that positive eWOM reinforces consumers' original belief and attitude towards vendors in the aspect of trust. Through a laboratory experiment, we investigate the moderating effect of positive eWOM on the relationships among consumers' belief (i.e. cognitive trust - competence & integrity), attitude (i.e. emotional trust), and behavioral intention to shop online. Results show that positive eWOM strengthens the relationship between consumers' emotional trust and their intention to shop online, as well as the relationship between consumers' perceived integrity and attitude. Implications for the current investigation and future research directions are provided. © 2009 Springer Berlin Heidelberg.
E-marketing, Electronic commerce, Electronic word-of-mouth, Online consumer behavior, Online shopping, Trust, Virtual community
Source Publication Title
Visioning and engineering the knowledge society. a web science perspective: Second world summit on the knowledge society, wsks 2009, Chania, Crete, Greece, september 16-18, 2009. proceedings
Lytras, Miltiadis D. ; Damiani, Ernesto ; Carroll, John M. ; Tennyson, Robert D. ; Avison, David ; Naeve, Ambjörn ; Dale, Adrian ; Lefrere, Paul ; Tan, Felix ; Sipior, Janice ; Vossen, Gottfried
Lecture Notes in Computer Science
Cheung, Christy M. K., Matthew K. O. Lee, and Dimple R. Thadani. "The impact of positive electronic word-of-mouth on consumer online purchasing decision." Visioning and engineering the knowledge society. a web science perspective: Second world summit on the knowledge society, wsks 2009, Chania, Crete, Greece, september 16-18, 2009. proceedings (2009): 501-510.