http://dx.doi.org/10.1007/978-3-642-04754-1_51">
 

Document Type

Book Chapter

Department/Unit

Department of Finance & Decision Sciences

Title

The impact of positive electronic word-of-mouth on consumer online purchasing decision

Language

English

Abstract

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.

Keywords

E-marketing, Electronic commerce, Electronic word-of-mouth, Online consumer behavior, Online shopping, Trust, Virtual community

Publication Date

2009

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

Editors

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

Start Page

501

End Page

510

Series Title

Lecture Notes in Computer Science

Publisher

Springer

ISSN (print)

03029743

ISBN (print)

9783642047534

ISBN (electronic)

9783642047541

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