research-article

The influence of eWOM communications

Authors:

Jay Kandampully,

Anil BilgihanAuthors Info & Claims

Computers in Human Behavior, Volume 80, Issue C

Pages 243 - 254

https://doi.org/10.1016/j.chb.2017.11.015

Published: 01 March 2018 Publication History

Abstract

Drawing on Online Social Network (OSN) Framework (Brown, Boderick, & Lee, 2007), this study examines the role of electronic word-of-mouth (eWOM) in consumer review websites by investigating its effects on the decision-making process of consumers. OSN framework postulates that individuals consider the websites to be primary actors and develop social relationships with the websites themselves rather than the other online participants. This study proposes and empirically tests an integrative model of three social network constructs associated with the website (i.e., tie strength, homophily, and source credibility) and their relationship to consumers' evaluations associated with attitudes and perceived influence of eWOM effectiveness. An online survey with a sample size of 793 respondents revealed that the homophily and tie strength between a website and a consumer are important drivers of source credibility, which in turn influence attitude toward the reviews as well as the website. The attitudes formed through the perceptions of tie-strength, homophily and source credibility ultimately determines the influence of eWOM consumers' purchase decisions. There is a lack of social presence in review websites.There is an increasing skepticism about the credibility of eWOM information.Consumers consider the websites to be primary actors and develop social relationships with the websites.Homophily and tie strength between a website and a consumer are important drivers of source credibility.

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cover image Computers in Human Behavior

Computers in Human Behavior Volume 80, Issue C

March 2018

473 pages

ISSN:0747-5632

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Copyright © Elsevier Ltd.

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Elsevier Science Publishers B. V.

Netherlands

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Published: 01 March 2018

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Sun YLiu XChen HZhu LLi Y(2023)E-commerce brand authenticity perception model of territorial characteristic agricultural products based on fuzzy cognitive map and emotional analysisJournal of Intelligent & Fuzzy Systems: Applications in Engineering and Technology10.3233/JIFS-23025145:3(3807-3822)Online publication date: 1-Jan-2023
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