Experiential approach to the determinants of online word-of-mouth behavior

윤성준,한희은 한국마케팅과학회 2012 마케팅과학연구 Vol.22 No.3

This study identifies the factors which influence the adoption of online word-of-mouth communication that arises from customers’ in-store shopping experiences. For this purpose, the study examines the role of social networks in facilitating adoption and dissemination of word-of-mouth arguments. The study has three objectives, which are fulfilled by two different studies: in Study 1, we examine the effects of customers’ in-store shopping experiences based on the quantity and quality of online word-of-mouth communication derived from Schmitt’s (1999) five strategic experiential modules (sense, feel, think, act, and relate). Study 1 also verifies whether the three attributes of social networks (strength, centrality, and range of ties) influence word-of-mouth communication. In Study 2, we investigate whether the presentation of word-of-mouth arguments and product categories influences the evaluation and adoption of word-ofmouth. The result indicates that some types of shopping experiences have specific influences on online word-of-mouth communication. This result illustrates the usefulness of developing word-of-mouth proliferation strategies for retail stores that cater to Schmitt’s (1999) SEMs. The result also verifies that word-of-mouth arguments are more effective when they are presented with images and text simultaneously. Finally, the result suggests that online store managers should be able to differentiate product diffusion strategies based on the product characteristics and product’s involvement level.

Persuasion effect of e-WOM: The Impact of Involvement and Ambiguity Tolerance

Chih-Chien Wang,Yi-Ting Wang 한국마케팅과학회 2010 마케팅과학연구 Vol.20 No.4

Prior to purchasing a new product, consumers search external information about the product to make a well-informed purchase decision and decrease the potential risk involved in buying products. Due to the popularity of Internet, e-WOM has already become an important information source for many consumers. The current study proposed the idea that the distribution and quantity of electronic word-of-mouth would be related to consumers’ purchase intentions. In addition, consumers’ personality trait of tolerance of ambiguity and involvement would also be related to purchase intention. Tolerance of ambiguity and personal involvement were as mediators for the influence of e-WOM on purchase intentions. This article conducted three studies in order to investigate the persuasion effects of e-WOM. A restaurant was selected as the target of e-WOM in all the three studies. Authors created a simulated online community for a gourmet restaurant in order to manipulate the experimental variables for the three studies. Study 1 examined the impact of consumers’ characteristics of tolerance of ambiguity and involvement on the persuasion effects of e-WOM. This article recruited 122 voluntary participants in an online community. After deleting redundant responses and responses with missing data, a remaining 83 completed responses were accepted for data analysis. Study 1 adopted Partial Least Squares (PLS) to test the influence of involvement and ambiguity tolerance on purchase intention. The explanatory power of the construct was 19.4% for purchase intention and the path linkages from consumers’ tolerance of ambiguity and involvement to purchase intention were all significant. This study results displayed that a positive relationship between involvement and purchase intention and a negative relationship between ambiguity tolerance and purchase intention. Study 2 utilized a three factorial design to test the relationship between the quantity of e-WOM and purchase intention. Three web pages containing one, five, or fifteen customer reviews were created as experimental scenarios. Study 2 recruited 150 participants in total. After deleting redundant responses and responses with missing data, the remaining 98 completed responses were accepted for data analysis. An ANOVA analysis revealed significant differences in consumers’ purchase intention among three groups of e-WOM quantity (F(2,95)=3.55, p<.05). The e-WOMs with five and 15 customer reviews influenced respondents to visit the restaurant, while the e-WOM with one customer review did not. Study 2 also used a t-test analysis to examine the differences in purchase intention between groups of one and 15 customer reviews. The results revealed that high involvement consumers reported higher purchase intentions in the 15 customer review group than in the one customer review (t=2.35, p<.05). Study 3 utilized a three factorial design to test the influence of distribution of e-WOMs on purchase intention. It included three e-WOM rating score distributions: J-shape, U-shape, and inverted U-shape (normal distribution). Study 3 recruited a total of 329 participants. After deleting redundant responses and responses with missing data, the remaining 215 completed responses were accepted for data analysis. ANOVA analysis showed a significant difference in purchase intentions among groups with different e-WOM rating score distributions (F(2, 212)=3.59, p<.05). Participants reported higher intention to dine at the restaurant when the rating score distribution was J-shape. The ANOVA results also found that the impact of e-WOM distribution on persuasion effect existed only in the high involvement group. For high involvement consumers, J-shape e-WOMs increase consumers purchase intention compared to other distributions. Base on the analyses of the three empirical studies, this article revealed that e-WOMs were more persuasive for individuals with high involvement and low ambiguity tolerance. Low ambiguity tol...

Effects of technology readiness on prosumer attitude and eWOM

한상린,송현석,Jerry J. Han 한국마케팅과학회 2013 마케팅과학연구 Vol.23 No.2

In today’s technology-based market environment, consumers sometimes produce a product idea or innovation to use by themselves in order to fulfill their needs and they are called ‘Prosumers’ (Toffler, 1980). According to the ‘Diffusion of Innovation Theory’, innovation is relevant to technological growth, and consumers who have a positive view of new technology have a tendency to be innovators (Rogers, 1995). How much are the consumers ready for new technology? We tried to use the concept of Technology Readiness Index (TRI) to explain the antecedent factors of prosumer attitude and electronic Word-of-Mouth (eWOM). In this article, we attempt to conceptualize prosumer, whether a consumer’s positive or negative view of technology has an effect on attitudes to become a prosumer, and show that prosumer’s attitude can be related to eWOM which is one of the consumer’s practical activities in today’s market environment. The goals of this article are as follows: (ⅰ) to conceptualize prosumer, the authors select constructs from previous literature studied by similar groups such as opinion leader, innovator, early adopter and DIY consumer, (ⅱ) to investigate the effect of consumer’s Technology Readiness Index(TRI) on the prosumer’s attitude, (ⅲ) to explain the effect of prosumer’s attitude on the eWOM. In conclusion of this study, the authors suggest the managerial implications and future direction of the study.

What’s going on in SNS and social commerce?: Qualitative approaches to narcissism, impression management, and e-WOM behavior of consumers

박성연,Yeu-Jin Kang 한국마케팅과학회 2013 마케팅과학연구 Vol.23 No.4

This study aims to examine consumers’ narcissism, impression management, and e-WOM behavior in social networking sites (SNS) and social commerce. Focus groups and in-depth interviews were conducted and a diverse pool of information on experiences and perspectives on social commerce and SNS was collected. As a result,impression management to fulfill their narcissism on SNS was found to exist and this was found to affect the users’ e-WOM behavior regarding social commerce products. This research explores the narcissistic phenomenon of SNS and social commerce users through the use of qualitative approaches.