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Exploring the Novel Input Attributes Affecting eWOM.

Safdar Hussain1,2, Kaishan Huang3, Zahida Ilyas4

  • 1College of Management, Shenzhen University, Shenzhen, China.

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|September 25, 2020
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Summary
This summary is machine-generated.

Electronic word of mouth (eWOM) significantly impacts online consumer behavior. This study shows eWOM attributes and perceived value drive information adoption through online interactions, benefiting marketers.

Keywords:
WOM and eWOMinformation usefulnessinformation-related interactiononline opinionspurchasing behavior

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Area of Science:

  • Consumer Behavior
  • Online Marketing
  • Information Systems

Background:

  • Electronic word of mouth (eWOM) is crucial in online communities for instant information dissemination.
  • Understanding consumer adoption of online information is vital for businesses.
  • Information-related interaction mediates the influence of eWOM on consumer decisions.

Purpose of the Study:

  • To examine electronic word of mouth (eWOM) input attributes influencing consumers' information adoption behavior.
  • To investigate the mediating role of information-related interaction in online consumer decision-making.
  • To provide actionable insights for marketers on leveraging eWOM strategies.

Main Methods:

  • Structural equation modeling (SEM) was employed for data analysis.
  • Participants were recruited from Fujian and Guangdong provinces in China.
  • The study focused on analyzing eWOM input attributes and their impact on information adoption.

Main Results:

  • eWOM input attributes positively influence information-related interactions.
  • Perceived value is a key predictor of information adoption, enhancing product/service perception.
  • Information usefulness and interaction quality significantly affect online information adoption.

Conclusions:

  • Information-related interaction acts as a significant mediator between eWOM attributes and consumer information adoption.
  • Perceived value and information usefulness are critical factors in consumers' online decision-making processes.
  • Marketers should develop dynamic strategies addressing consumer concerns in online purchasing, informed by eWOM dynamics.