@inproceedings{463c346e98bc4bac9976ddc44cc6474d,
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",
author = "CHEUNG, {Christy M K} and Lee, {Matthew K.O.} and Thadani, {Dimple R.}",
note = "Copyright: Copyright 2012 Elsevier B.V., All rights reserved.; 2nd World Summit on the Knowledge Society, WSKS 2009 ; Conference date: 16-09-2009 Through 18-09-2009",
year = "2009",
doi = "10.1007/978-3-642-04754-1_51",
language = "English",
isbn = "364204753X",
series = "Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)",
pages = "501--510",
booktitle = "Visioning and Engineering the Knowledge Society",
}