Abstract
<p>Motivated by the growing role of online transactions and Web-related Word-Of-Mouth (WWOM) in the consumer behavior domain, we propose a theoretical model that relates two antecedents (consumers’ community and content ownership) to attitudes toward four WWOM tools (Viral Marketing, Consumer-Produced Ads, Consumer Web Logs, and Collaborative Filters). The model and related hypotheses are empirically tested with the structural equation modeling (SEM) approach, using data from a large-scale survey. Results validated most of the proposed hypotheses and generated new insights. For example, we found that the direct relation between consumers’ community and their attitude toward blogs was completely mediated by their sense of content ownership. Finally, we delineate the limitations of the study and outline directions for future research.</p>
Highlights
According to the U.S Census Bureau, ecommerce transactions amounted to $ 341.7 billion in 2015, representing 6.4% of total retail sales
We develop a theoretical model to understand the role of two key antecedent factors that influence consumers’ attitudes toward the four Web-related Word-Of-Mouth (WWOM) tools
With the growing use of online purchases, Web-related word of mouth (WWOM)—information generated by consumers for consumers—has become a very important source during the information search process for many consumers
Summary
According to the U.S Census Bureau, ecommerce transactions amounted to $ 341.7 billion in 2015, representing 6.4% of total retail sales. This is a 14.6% increase over 2014 (compared to a 1.4% increase in total retail sales). This impressive growth is the continuation of a recent upward trend that portends a healthy future for online purchases. In a study conducted by PEW Internet and American Life Project, over two thirds of respondents reported making online purchases. Three fourths of the respondents voiced concerns over the safety of the information provided on the Internet—especially financial information. More than one-half of the respondents faced problems with obtaining information online about products and services—ranging from lack of information availability to presence of conflicting or confusing information
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: 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.
