Effect of eWOM review on beauty enterprise: a new interpretation of the attitude contagion theory and information adoption model

Abstract

PurposeThis study developed a new interpretation of the attitude contagion theory, with the information adoption model (IAM) as the theoretical basis. A review of electronic word-of-mouth studies was conducted by using informational and individual determinants to develop an integrated empirical model that identified the antecedents and consequences of consumer attitude toward online reviews.Design/methodology/approachThis study recruited 750 members of Facebook beauty fan pages in Taiwan and used the structural equation model to test research hypotheses.FindingsResults revealed that perceived “ electronic word-of mouth (eWOM) credibility of online reviews” and “product involvement” could be used to explain the effects of attitude toward online reviews. Regarding the attitude contagion effect, the effect of “attitude toward online review” on both “attitude toward a product” and “attitude toward a brand” is stronger than that on “eWOM adoption.”Originality/valueThis paper provides valuable insights into the antecedents, consequences and mediating mechanisms that determine consumer attitude toward online reviews.