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

Department of Management, Marketing and Information Systems

Research output: Chapter in book/report/conference proceeding › Conference proceeding › peer-review

76 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 - A Web Science Perspective
Subtitle of host publication	Second World Summit on the Knowledge Society, WSKS 2009, Chania, Crete, Greece, September 16-18, 2009. Proceedings
Editors	Miltiadis D. Lytras, Ernesto Damiani, John M. Carroll, Robert D. Tennyson, David Avison, Ambjörn Naeve, Adrian Dale, Paul Lefrere, Felix Tan, Janice Sipior, Gottfried Vossen
Place of Publication	Berlin, Heidelberg
Publisher	Springer
Pages	501-510
Number of pages	10
Edition	1st
ISBN (Electronic)	9783642047541
ISBN (Print)	364204753X, 9783642047534
DOIs	https://doi.org/10.1007/978-3-642-04754-1_51
Publication status	Published - 16 Sept 2009
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
Volume	5736
ISSN (Print)	0302-9743
ISSN (Electronic)	1611-3349

Name	Lecture Notes in Artificial Intelligence

Name	WSKS: World Summit on Knowledge Society

Conference

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

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

UN SDGs

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

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 M. D. Lytras, E. Damiani, J. M. Carroll, R. D. Tennyson, D. Avison, A. Naeve, A. Dale, P. Lefrere, F. Tan, J. Sipior, & G. Vossen (Eds.), Visioning and Engineering the Knowledge Society - A Web Science Perspective: Second World Summit on the Knowledge Society, WSKS 2009, Chania, Crete, Greece, September 16-18, 2009. Proceedings (1st ed., pp. 501-510). (Lecture Notes in Computer Science; Vol. 5736), (Lecture Notes in Artificial Intelligence), (WSKS: World Summit on Knowledge Society). Springer. 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, Chania, Crete, Greece, September 16-18, 2009. Proceedings. editor / Miltiadis D. Lytras ; Ernesto Damiani ; John M. Carroll ; Robert D. Tennyson ; David Avison ; Ambjörn Naeve ; Adrian Dale ; Paul Lefrere ; Felix Tan ; Janice Sipior ; Gottfried Vossen. 1st. ed. Berlin, Heidelberg : Springer, 2009. pp. 501-510 (Lecture Notes in Computer Science). (Lecture Notes in Artificial Intelligence). (WSKS: World Summit on Knowledge Society).

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title = "The impact of positive electronic word-of-mouth on consumer online purchasing decision",

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",

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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 MD Lytras, E Damiani, JM Carroll, RD Tennyson, D Avison, A Naeve, A Dale, P Lefrere, F Tan, J Sipior & G Vossen (eds), Visioning and Engineering the Knowledge Society - A Web Science Perspective: Second World Summit on the Knowledge Society, WSKS 2009, Chania, Crete, Greece, September 16-18, 2009. Proceedings. 1st edn, Lecture Notes in Computer Science, vol. 5736, Lecture Notes in Artificial Intelligence, WSKS: World Summit on Knowledge Society, Springer, Berlin, Heidelberg, 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, Chania, Crete, Greece, September 16-18, 2009. Proceedings. ed. / Miltiadis D. Lytras; Ernesto Damiani; John M. Carroll; Robert D. Tennyson; David Avison; Ambjörn Naeve; Adrian Dale; Paul Lefrere; Felix Tan; Janice Sipior; Gottfried Vossen. 1st. ed. Berlin, Heidelberg: Springer, 2009. p. 501-510 (Lecture Notes in Computer Science; Vol. 5736), (Lecture Notes in Artificial Intelligence), (WSKS: World Summit on Knowledge Society).

Research output: Chapter in book/report/conference proceeding › Conference proceeding › 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 - 2009/9/16

Y1 - 2009/9/16

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

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U2 - 10.1007/978-3-642-04754-1_51

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

M3 - Conference proceeding

AN - SCOPUS:70350594130

SN - 364204753X

SN - 9783642047534

T3 - Lecture Notes in Computer Science

SP - 501

EP - 510

BT - Visioning and Engineering the Knowledge Society - A Web Science Perspective

A2 - Lytras, Miltiadis D.

A2 - Damiani, Ernesto

A2 - Carroll, John M.

A2 - Tennyson, Robert D.

A2 - Avison, David

A2 - Naeve, Ambjörn

A2 - Dale, Adrian

A2 - Lefrere, Paul

A2 - Tan, Felix

A2 - Sipior, Janice

A2 - Vossen, Gottfried

PB - Springer

CY - Berlin, Heidelberg

T2 - 2nd World Summit on the Knowledge Society, WSKS 2009

Y2 - 16 September 2009 through 18 September 2009

ER -

Cheung CMK, Lee MKO, Thadani DR. The impact of positive electronic word-of-mouth on consumer online purchasing decision. In Lytras MD, Damiani E, Carroll JM, Tennyson RD, Avison D, Naeve A, Dale A, Lefrere P, Tan F, Sipior J, Vossen G, editors, Visioning and Engineering the Knowledge Society - A Web Science Perspective: Second World Summit on the Knowledge Society, WSKS 2009, Chania, Crete, Greece, September 16-18, 2009. Proceedings. 1st ed. Berlin, Heidelberg: Springer. 2009. p. 501-510. (Lecture Notes in Computer Science). (Lecture Notes in Artificial Intelligence). (WSKS: World Summit on Knowledge Society). 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

Scopus Subject Areas

User-Defined Keywords

UN SDGs

Access to Document

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