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/report/conference proceedingConference proceedingpeer-review

    74 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
    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

    Scopus Subject Areas

    • Theoretical Computer Science
    • Computer Science(all)

    User-Defined Keywords

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


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