Understanding consumers adoption of e-wom through information quality and product ranking

Filieri, Raffaele (2012) Understanding consumers adoption of e-wom through information quality and product ranking. In: Academy of Marketing Conference 2012: Marketing: catching the technology wave, 2-5 July 2012, Southampton, UK.

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Online reviews (ORs) are fostering the spread of Word-Of-Mouth in the online environment (e-WOM). The popularity of e-WOM is constantly growing among consumers who use them before buying a product/service. Therefore, it is important for marketers to understand the antecedents of e-WOM. In this paper we have used the elaboration likelihood model to investigate the antecedents of consumers' adoption of ORs for hedonic products. Drawing on this theory, we have measured the influence of information quality, information quantity, and products ranking on consumers' adoption of ORs. Predictions were tested by using regression analysis with data from 608 users of online travel reviews from different countries. Contrary to previous findings, this research shows that highly involved consumers are mainly influenced by peripheral cues, including the ranking of services/products but not by information quantity. Finally, the research shows that product ranking, and not information quantity or negative reviews, is a strong antecedent of e-WOM's adoption.

Item Type: Conference or Workshop Item (Paper)
Additional Information: Awarded best conference paper in 2012.
Subjects: N100 Business studies
Department: Faculties > Business and Law > Newcastle Business School
Related URLs:
Depositing User: Ay Okpokam
Date Deposited: 25 Feb 2013 10:19
Last Modified: 19 Nov 2019 09:51
URI: http://nrl.northumbria.ac.uk/id/eprint/11190

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