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 proceedingConference contributionpeer-review

72 Citations (Scopus)


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 languageEnglish
Title of host publicationVisioning and Engineering the Knowledge Society
Subtitle of host publicationA Web Science Perspective - Second World Summit on the Knowledge Society, WSKS 2009, Proceedings
Number of pages10
Publication statusPublished - 2009
Externally publishedYes
Event2nd World Summit on the Knowledge Society, WSKS 2009 - Chania, Crete, Greece
Duration: 16 Sept 200918 Sept 2009

Publication series

NameLecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Volume5736 LNAI
ISSN (Print)0302-9743
ISSN (Electronic)1611-3349


Conference2nd World Summit on the Knowledge Society, WSKS 2009
CityChania, Crete


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

ASJC Scopus subject areas

  • Theoretical Computer Science
  • Computer Science (all)


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