TY - GEN
T1 - The impact of positive electronic word-of-mouth on consumer online purchasing decision
AU - Cheung, Christy M.K.
AU - Lee, Matthew K.O.
AU - Thadani, Dimple R.
PY - 2009
Y1 - 2009
N2 - Despite the extensive use of online reputational mechanism such as products reviews forum to promote trust and purchase decisions, there has been little empirical evidence to support the notion that positive word-of-mouth (eWOM) plays a role in impacting trust and purchase intentions. Using the belief-attitude-intention framework as a foundation, we suggest that positive eWOM reinforces consumers' original belief and attitude towards vendors in the aspect of trust. Through a laboratory experiment, we investigate the moderating effect of positive eWOM on the relationships among consumers' belief (i.e. cognitive trust - competence & integrity), attitude (i.e. emotional trust), and behavioral intention to shop online. Results show that positive eWOM strengthens the relationship between consumers' emotional trust and their intention to shop online, as well as the relationship between consumers' perceived integrity and attitude. Implications for the current investigation and future research directions are provided.
AB - Despite the extensive use of online reputational mechanism such as products reviews forum to promote trust and purchase decisions, there has been little empirical evidence to support the notion that positive word-of-mouth (eWOM) plays a role in impacting trust and purchase intentions. Using the belief-attitude-intention framework as a foundation, we suggest that positive eWOM reinforces consumers' original belief and attitude towards vendors in the aspect of trust. Through a laboratory experiment, we investigate the moderating effect of positive eWOM on the relationships among consumers' belief (i.e. cognitive trust - competence & integrity), attitude (i.e. emotional trust), and behavioral intention to shop online. Results show that positive eWOM strengthens the relationship between consumers' emotional trust and their intention to shop online, as well as the relationship between consumers' perceived integrity and attitude. Implications for the current investigation and future research directions are provided.
KW - E-marketing
KW - Electronic commerce
KW - Electronic word-of-mouth
KW - Online consumer behavior
KW - Online shopping
KW - Trust
KW - Virtual community
UR - http://www.scopus.com/inward/record.url?scp=70350594130&partnerID=8YFLogxK
U2 - 10.1007/978-3-642-04754-1_51
DO - 10.1007/978-3-642-04754-1_51
M3 - Conference contribution
AN - SCOPUS:70350594130
SN - 364204753X
SN - 9783642047534
T3 - Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
SP - 501
EP - 510
BT - Visioning and Engineering the Knowledge Society
T2 - 2nd World Summit on the Knowledge Society, WSKS 2009
Y2 - 16 September 2009 through 18 September 2009
ER -
