Abstract
Based on consumers’ “cognitive→affective→behavior” hierarchy theory of reaction, this paper builds the relational model of electronic word-of-mouth (eWOM) information (from two dimensions, quantity and timeliness), consumer trust, and purchase intention under C2C environment. The 2×2×2 between-subjects experiment on 320 undergraduates in Southwestern University of Finance and Economics illustrates that quantity and timeliness of eWOM information have significant influences on consumer trust, which has significantly positive influence on purchase intention; and the effect of the quantity and timeliness of eWOM information on consumer trust is also affected by the difference of product category. When buying fashion product (such as fashionable dress), the influence of quantity and timeliness of eWOM information on consumer trust is greater than that on functional products (such as books).
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.