eWOM Credibility Research Articles

Consumers' willingness to purchase online mental health services

Purpose The purpose of this paper is to investigate the direct effects of eHealth literacy, perceived competence, perceived electronic word-of-mouth (eWOM) credibility and price perception on consumers' willingness to purchase online mental health services. This study also examines the mediating role of perceived information quality on the eHealth literacy-consumers' willingness to purchase online mental health services relationship and the moderating roles of perceived eWOM credibility and price perception on the perceived competence-consumers' willingness to purchase online mental health services relationship. Design/methodology/approach Based on an extensive literature review, a conceptual model was developed. The research design was cross-sectional. A total of 400 respondents participated in the self-administered survey. After discarding some questionnaires due to incompleteness and lack of variance, a total of 367 responses was used in final data analysis. Partial least square structural equation modeling (PLS-SEM) was used to test the proposed model. Findings eHealth literacy, perceived competence, perceived eWOM credibility and price perception were found to have significant positive direct effects on consumers' willingness to purchase online mental health services. Perceived information quality was found to have a significant partial mediating effect on the eHealth literacy-consumers' willingness to purchase online mental health services relationship. Both perceived eWOM credibility and price perception were found to have significant positive moderating effects on the perceived competence-consumers' willingness to purchase online mental health services relationship. Originality/value Studies concerning online mental health services from a marketing or business perspective is almost non-existent. Therefore, this study contributes to the scarce literature in that context. This is the first study that has investigated how eHealth literacy, perceived information quality, perceived competence, perceived eWOM credibility and price perception influence consumers' willingness to purchase online mental health services.

The Effect of eWOM on Purchase Intention for Korean-brand Cars in Russia: The Mediating Role of Brand Image and Perceived Quality

Purpose – This paper tried to identify the impact of electronic word of mouth (eWOM) on purchase intention (PI) of Korean-brand cars in the context of Russian consumers, taking into consideration the credibility, quality, and quantity of eWOM while also considering the mediation effects of brand image (BI) and perceived quality (PQ). Although there is a considerable number of studies discussing the impact of eWOM determinants on PI, not many studies were conducted focusing on the Russian market. Design/methodology – This paper is considered to fill this gap between eWOM and (PI) and, in order to do so, 211 Russian respondents were randomly selected. Descriptive analysis, factor, and reliability analysis were conducted using SPSS version 22.0. While structural equation modeling was conducted using AMOS version 24.0. Findings – The results display that, in terms of Russian consumers’ perception, eWOM credibility, quality, and quantity for Korean-brand cars show a substantial impact on PI. The mediation effects of brand image, as well as perceived quality, were also supported by analysis. In the final part of the paper, theoretical and managerial implications alongside limitations with further research suggestions are presented. Originality/value – This study endeavored to explore the degree of impact of eWOM and mediating roles of BI and PQ on Russian customer intentions to buy Korean-brand cars.

Examining eWOM Credibility - Consumer Purchase Intention Relationship in Facebook: A Mediation Analysis

The objective of the current study was to examine the influence of electronic word-of-mouth (eWOM) credibility on consumers' purchase intention with trust in seller and brand image as mediators. The proposed model was tested in the context of brand fan pages of Amazon on Facebook. The data were obtained from 393 customers present on Facebook fan pages of Amazon. The data were analyzed using structural equation modeling (SEM), which indicated a positive relationship between eWOM and purchase intentions. Both trust in seller and brand image partially mediated this relationship. While the study contributes to the theories of eWOM, trust, and consumer behaviour, its findings have significant implications for managers of e-commerce websites who may seek empirical evidence while developing new methods of disseminating product information through SNSs.

The Impact of e-WOM on Hotels Management Reputation: Exploring TripAdvisor Review Credibility With the ELM Model

In recent years, electronic word of mouth (e-WOM) has been widely used by consumers on different online platforms. The numerous studies have emphasized the growing importance of e-WOM for the consumer decision-making process, particularly in the tourist sector. There are various factors that will influence the adoption of e-WOM by the users but among all these factors, credibility is of paramount importance. Changes in the platform, new consumer trends, and possible fake information require a continuous update and analysis of the factors that can influence the e-WOM perceived credibility and e-WOM adoption on TripAdvisor and other social tourism platforms. In the present study, we analyzed the following five factors that can impact e-WOM perceived credibility and e-WOM adoption: 1) volume of e-WOM; 2) source credibility; 3) rate extremism; 4) consumer involvement, and; 5) perceived e-WOM credibility. For the analysis, the Elaboration Likelihood Model (ELM) and PLS-SEM were used. The sample consisted of a total of 221 participants who responded to the questionnaire. The results revealed that, with the exception rate extremism, the four remaining factors have a significant impact on e-WOM perceived credibility and adoption. Therefore, these factors are important drivers of the e-WOM perceived credibility resulting in the e-WOM adoption. The results of the present study provide meaningful practical implications for hotel or social tourism platforms managers in terms of possible strategies to improve their online reputation.

How differences in eWOM platforms impact consumers’ perceptions and decision-making

ABSTRACTThis article aims to examine the effects of different features of various eWOM (electronic word-of-mouth) platforms on consumers’ perceived credibility of eWOM regarding the product-related risks. Based on the stimuli–organism–response (S–O–R) theory, this study establishes a model to explore the relationships among eWOM platforms, tie strength, social cues, and perceived eWOM credibility. A mixed design of 2 (eWOM platforms) × 2 (product-related risks) conditions experiment and a survey method is applied to verify the model. The results show that tie strength between eWOM publishers and recipients positively influences the perceived eWOM credibility. The volume of social cues in eWOM platforms positively influences the perceived credibility of a female, while the opposite is true for a male. Both tie strength and volume of social cues in social media are greater than those in e-commerce websites. For products with low risks, eWOM in e-commerce websites is perceived to be more credible. Findings implicate that interactive functions should be added to the product comment area to enhance communications between the reviewers and potential consumers. Findings also encourage the cooperation between e-commerce websites and social media and suggest that managers should develop proper strategies in different situations.

Examining the influence of customer-to-customer electronic word-of-mouth on purchase intention in social networking sites

Social networking sites (SNSs) have assumed an increasingly central role in the passage of electronic word-of-mouth (eWOM) among cosmetics users. However, the mechanism by which Customer to Customer (C2C) eWOM in SNSs influences consumer purchase intention has yet to be fully understood. This study develops a comprehensive research framework that focuses on the influence of C2C eWOM using information persuasion in reference to purchase decision making. This study collected data from a sample of 314 Taiwanese respondents, using paper-based questionnaires. The programs SPSS and Smart PLS were used to analyze the collected data. The results show that perceived persuasiveness, perceived informativeness, and source expertise are adequate predictors of the usefulness of eWOM. Additionally, perceived persuasiveness, source expertise, and source trustworthiness significantly predict the believability of eWOM with regard to SNSs. It was found that perceived usefulness and credibility together increase the likelihood of the adoption of an eWOM message, and eWOM adoption has a strong mediating role in the influence of eWOM credibility and usefulness on consumer purchase intention toward products recommended on SNSs. Since few previous studies have explored the mediating role of eWOM adoption on the influence of antecedents on consumer purchase intention, this study confirms the key mediating role exerted by eWOM adoption on the relationship between the usefulness and credibility of eWOM and purchase intention. This empirical study can enable managers to better understand the effects of C2C eWOM from SNSs on consumer purchase behavior. Our results should also encourage marketers to work with SNSs to develop viral marketing campaigns, encouraging customers to spread useful and credible C2C eWOM to improve purchase intentions.

Your comments are important to me! The impacts of online customer reviews in shopping websites

The aim of this study is to examine the influence of Online Customer Reviews (OCRs) on consumers' purchase intentions, and to understand the role of attitude on information adoption within the computer-mediated communication platforms. For this purpose, a research model was developed based on the Information Adoption Model (IAM). The model was empirically tested and validated through Structural Equation Modelling (SEM). The data were collected from a sample of 384 university students. The results confirm that attitude plays an important role on information adoption; and the following are among the key factors which influence consumers' purchase intentions: eWOM quality, eWOM credibility, attitude towards eWOM, perceived eWOM usefulness, and eWOM adoption. Theoretical and practical implications are discussed as well as recommended for future studies.

A research on the impact of EWOM source credibility and personal innovativeness

Purpose - The aim of this study is to determine the relationship between eWOM credibility, which consisted of expertness, trustworthiness, objectivity and homophily, and perceived customer risk during the purchase process. Moreover, in order to get an indication of customer behavior, the effect of personal innovativeness and customer perceived risk on online shopping intention has been investigated. Turkish customers’ concern about online purchasing and their risk perception level enhances the importance of the research while there isn’t any research observed in this area before. Methodology - Data is gathered by survey as a quantitative method. Population of the research contains individuals that buy goods and services online in Turkey. Convenience sampling is used and the sample size is 280. Analysis methods used in this research are descriptive statistics, exploratory factor analysis and structural equation model test. Findings- Results of current survey indicate that, personal innovativeness has a positive effect on online purchase intention, however, risk perception affects it negatively. Furthermore, eWOM and personal innovativeness reduces customer perceived risk. Conclusion- Although many factors affect online purchase intention, personal innovativeness, eWOM credibility and customer perceived risk are among the most important factors. The results of current study clearly support all hypotheses. Developing tools to make online purchase more secure and creating a positive eWom among customers decrease customers’ perceived risk and increase online buying intention among Turkish customers.

Factors influencing Generation Y consumers’ perceptions of eWOM credibility: a study of the fast-food industry

eWOM communication is certainly one of the most influential drivers of purchase decisions. However, little knowledge is available on the factors that influence the trustworthiness and credibility of eWOM communication. To address this research gap, the study aimed to assess whether the three independent variables (homophily, authority and interestingness) have a significant positive indirect effect on eWOM credibility, as mediated by source trustworthiness. The context of the study was fast-food retailers. A cross-sectional survey was conducted and the target population included all Generation Y consumers that visited the fast-food market leaders in Gauteng province, the economic hub of South Africa. Lisrel version 8.8 was used to analyse the results obtained from a realised sample of 362 respondents and to compile the structural equation model. The findings of the study support the research hypotheses formulated and offer a theoretical contribution by enhancing knowledge of the relationships between the variables investigated as well as the factors that could influence eWOM credibility. The study also has meaning to fast-food retailers, as the model could be applied to formulate appropriate strategies and influence the online conversations and perceptions of consumers.

Extending Our Understanding of eWOM Impact: The Role of Source Credibility and Message Relevance

ABSTRACTUsing qualitative data from consumers who have previously purchased online and who read online product reviews, this work expands current thinking on determinants of the impact of electronic word-of-mouth (eWOM) communications on consumer decision making. Specifically, beyond source credibility, findings suggest that consumers also assess how similar the source of eWOM is to them in terms of personality and product usage. In addition to source credibility, the notion of message relevance is introduced as the second first-order factor of eWOM impact. In turn, the underlying dimensions of source credibility (expertise and trustworthiness) and message relevance (persona similarity and usage similarity) constitute four second-order determinants of eWOM impact; providing a comprehensive view of the determinants of eWOM impact. Additionally, a conceptual framework depicting the sequential and cumulative effect of the four assessment dimensions along with possible gender differences in the processes used to assess eWOM credibility and message relevance are discussed.

EWOM persuasiveness: do eWOM platforms and product type matter?

Electronic word-of-mouth (eWOM) has a powerful influence on consumers' purchase decisions. This influence varies with the source of the eWOM and product type. This study investigated how eWOM quality influences eWOM credibility and purchase intention and how this influence is moderated by the type of eWOM platform and product type. An experimental design was adopted, in which scenarios were manipulated to facilitate the collection of information. The results show that the type of eWOM platform moderates the influence of eWOM quality on eWOM credibility and purchase intention, and this phenomenon is particularly significant in search goods. These also further confirm that eWOM credibility is a partial mediator between eWOM quality and purchase intention. This study confirms the importance of establishing user-oriented online reply systems. The findings also demonstrate the degree to which the type of eWOM platform management mechanism influences the corporate management of eWOM. Furthermore, findings suggest a number of eWOM management mechanisms based on ethical marketing standards.

The Antecedents of eWOM Credibility and Its Impact on Secondary eWOM Intentions -Focused on the Moderating Effects of eWOM Involvement-

The Antecedents of eWOM Credibility and Its Impact on Secondary eWOM Intentions -Focused on the Moderating Effects of eWOM Involvement-

The Impact of Perceived e-WOM on Purchase Intention: The Mediating Role of Corporate Image

The main objective of this research is to examine the impact of perceived electronic word of mouth (eWOM) on purchase intention; by taking the corporate image as mediating variable. This research adopted the customers' views; secondary schools students who are familiar and have an active account on one or more of these social networking sites (Facebook, Twitter, Youtube, and Instagram). The conceptual framework of this study was tested using data gathered from the questionnaires directed to a total sample of 1000 students located in Amman. The statistical results of the multiple regression test indicated that eWOM quality, eWOM credibility, and eWOM quantity respectively; are significantly and positively impact purchase intention. In terms of the mediating role of corporate image the results indicated that corporate image mediate the relationship between the independent and dependent variables. Accordingly, Research conclusion, recommendations and future research are also discussed.

EWOM credibility on social networking sites: A framework

Social networking sites (SNS) offer brands the ability to spread positive electronic Word of Mouth (eWOM) for the purposes of building awareness and acquiring new customers. However, the credibility of eWOM is threatened of late as marketers increasingly try to manipulate eWOM practices on SNS. A greater understanding of eWOM credibility is necessary to better enable marketers to leverage true consumer engagement by generating credible peer-to-peer communications. Yet, to date, there is no one framework synthesising which factors constitute eWOM credibility in the online environment. This paper revisits the word of mouth credibility literature and proposes a new credibility framework – the 4Cs of eWOM Credibility: Community, Competence, Content, and Consensus.

Should I trust him? The effects of reviewer profile characteristics on eWOM credibility

For online consumer reviews to serve as decision-making aids, users have to first trust the reviewer. However, unlike face-to-face communication, where trust develops overtime, consumers have to rely on personal profile information to establish confidence in the reviewer in online shopping context. These personal profile characteristics may serve as cues of source credibility. This study adopts a 2 (number of trusted members: small, large)×2 (profile picture: without, with)×2 (review valence: negative, positive) between-participants experiment to explore how two personal profile characteristics, reputation cue and profile picture, influence cognitive trust and affective trust towards the reviewer and perceived review credibility respectively and in a combinatory manner. The findings of the study showed that reputation cue and profile picture cue contributed differently to users’ affective trust and cognitive trust towards the reviewer. Reputation cue, generated by the system, was found to influence both affective and cognitive dimensions of trust, whereas the self-generated cue of profile picture affected only affective trust. Reputation cue had a direct influence on perceived review credibility, whereas the influence of profile picture on perceived review credibility was dependent upon review valence. The implications of these findings are discussed in the paper.

Determinant Factors Influencing eWOM

Many studies demonstrated that Internet penetration and time spent online increased considerably in Turkey. However, there are not enough studies focusing on users attitudes towards e-Word of Mouth. E-Word Of Mouth is seen as more credible than other marketing communications since it comes directly from other consumers. eWOM shows high accessibility compared to traditional WOM, therefore its tools such as online recommendations, reviews or product ratings, are used more often and it makes eWOM more powerful. Thus, it is important to understand online users’ behaviors, particularly for those who participates in social networks and engage in eWOM in this environment. Clearly findings in this area will help and facilitate marketer’s media selection to reach out its potential customers and align their marketing efforts in most efficient way. This study examines user’s attitudes towards eWOM and looks at factors influencing eWOM. An online survey conducted among Internet users provides further evidence for increasing popularity of eWOM and demonstrates the power of eWOM in Turkey. Perceived eWOM Credibility and Customer Susceptibility to Interpersonal Influence appears to be significant factors impacting eWOM. DOI: 10.5901/mjss.2013.v4n11p159

In eWOM We Trust

Electronic word-of-mouth (eWOM) is an important factor in marketing communication. As more people use eWOM to assist them in making purchase decisions, the process by which they evaluate the credibility of these online recommendations becomes increasingly relevant. Although previous studies have recognized that credibility is one of the most important antecedents of eWOM adoption, little is known about the drivers of this credibility. Thus, this paper examines factors that influence the perceived credibility of consumer online recommendations. Drawing on dual process theory and source models, hypotheses were derived and tested with structural equation modeling on a basis of 643 consumers. Generally, the paper provides evidence that expertise, trustworthiness, and aggregate rating are the most significant factors of the perceived eWOM credibility. The study also demonstrates that involvement could moderate these relationships.

Establishing the Adoption of Electronic Word-of-Mouth through Consumers’ Perceived Credibility

In an online environment, consumers never touch the product and depend on electronic word-of-mouth (eWOM) to help them making purchase decision. The eWOM becomes one of the most influential channels of communication in the marketplace. This study aims to determine the importance of perceived credibility in an online consumer’s decision-making process. In this empirical study, we verify that a consumer’s perceived eWOM credibility positively influences his or her adoption of eWOM. We also found that source credibility, eWOM quantity, and eWOM quality significantly affect a consumer’s perceived eWOM credibility.