The impact of positive electronic word-of-mouth on consumer online purchasing decision

Christy M.K. Cheung; Matthew K.O. Lee; Dimple R. Thadani

doi:10.1007/978-3-642-04754-1_51

The impact of positive electronic word-of-mouth on consumer online purchasing decision

Christy M.K. Cheung
, Matthew K.O. Lee
, Dimple R. Thadani

Research output: Chapter in Book/Conference proceeding › Conference contribution › peer-review

92 Citations (Scopus)

Abstract

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.

Original language	English
Title of host publication	Visioning and Engineering the Knowledge Society
Subtitle of host publication	A Web Science Perspective - Second World Summit on the Knowledge Society, WSKS 2009, Proceedings
Pages	501-510
Number of pages	10
DOIs	https://doi.org/10.1007/978-3-642-04754-1_51
Publication status	Published - 2009
Externally published	Yes
Event	2nd World Summit on the Knowledge Society, WSKS 2009 - Chania, Crete, Greece Duration: 16 Sept 2009 → 18 Sept 2009

Publication series

Name	Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Volume	5736 LNAI
ISSN (Print)	0302-9743
ISSN (Electronic)	1611-3349

Conference

Conference	2nd World Summit on the Knowledge Society, WSKS 2009
Country/Territory	Greece
City	Chania, Crete
Period	16/09/09 → 18/09/09

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 12 Responsible Consumption and Production

Free Keywords

E-marketing
Electronic commerce
Electronic word-of-mouth
Online consumer behavior
Online shopping
Trust
Virtual community

ASJC Scopus subject areas

Theoretical Computer Science
General Computer Science

Access to Document

10.1007/978-3-642-04754-1_51

Cite this

Cheung, C. M. K., Lee, M. K. O., & Thadani, D. R. (2009). The impact of positive electronic word-of-mouth on consumer online purchasing decision. In Visioning and Engineering the Knowledge Society: A Web Science Perspective - Second World Summit on the Knowledge Society, WSKS 2009, Proceedings (pp. 501-510). (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics); Vol. 5736 LNAI). https://doi.org/10.1007/978-3-642-04754-1_51

Cheung, Christy M.K. ; Lee, Matthew K.O. ; Thadani, Dimple R. / The impact of positive electronic word-of-mouth on consumer online purchasing decision. Visioning and Engineering the Knowledge Society: A Web Science Perspective - Second World Summit on the Knowledge Society, WSKS 2009, Proceedings. 2009. pp. 501-510 (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)).

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abstract = "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.",

keywords = "E-marketing, Electronic commerce, Electronic word-of-mouth, Online consumer behavior, Online shopping, Trust, Virtual community",

author = "Cheung, \{Christy M.K.\} and Lee, \{Matthew K.O.\} and Thadani, \{Dimple R.\}",

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Cheung, CMK, Lee, MKO & Thadani, DR 2009, The impact of positive electronic word-of-mouth on consumer online purchasing decision. in Visioning and Engineering the Knowledge Society: A Web Science Perspective - Second World Summit on the Knowledge Society, WSKS 2009, Proceedings. Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), vol. 5736 LNAI, pp. 501-510, 2nd World Summit on the Knowledge Society, WSKS 2009, Chania, Crete, Greece, 16/09/09. https://doi.org/10.1007/978-3-642-04754-1_51

The impact of positive electronic word-of-mouth on consumer online purchasing decision. / Cheung, Christy M.K.; Lee, Matthew K.O.; Thadani, Dimple R.
Visioning and Engineering the Knowledge Society: A Web Science Perspective - Second World Summit on the Knowledge Society, WSKS 2009, Proceedings. 2009. p. 501-510 (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics); Vol. 5736 LNAI).

Research output: Chapter in Book/Conference proceeding › Conference contribution › peer-review

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.

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KW - Electronic commerce

KW - Electronic word-of-mouth

KW - Online consumer behavior

KW - Online shopping

KW - Trust

KW - Virtual community

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T3 - Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)

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ER -

Cheung CMK, Lee MKO, Thadani DR. The impact of positive electronic word-of-mouth on consumer online purchasing decision. In Visioning and Engineering the Knowledge Society: A Web Science Perspective - Second World Summit on the Knowledge Society, WSKS 2009, Proceedings. 2009. p. 501-510. (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)). doi: 10.1007/978-3-642-04754-1_51

The impact of positive electronic word-of-mouth on consumer online purchasing decision

Abstract

Publication series

Conference

UN SDGs

Free Keywords

ASJC Scopus subject areas

Access to Document

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Cite this