On the Effectiveness of eWOM Communications: the Moderating Effect of Consumers' Prior Experience

Qahri-Saremi, Hamed and Montazemi, Ali Reza (2016) On the Effectiveness of eWOM Communications: the Moderating Effect of Consumers' Prior Experience. Americas Conference on Information Systems (AMCIS).

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Abstract

Electronic word of mouth communications (eWOMs) are online consumer-generated communications that are expected to affect consumers’ perceptions of adopting online services. While adoption of an online service consists of pre and post-usage stages, much of literature implicitly assumes that the effectiveness of positive/negative eWOM is the same across the two stages. In this paper, we draw on the accessibility-diagnosticity model and elaboration likelihood model to show that the effectiveness of eWOM on consumers’ perceptions of adopting experience services is contingent on: (1) the stage of the service adoption, (2) consumers’ prior experience with the context of the eWOM communications, and (3) the eWOM communications framing (i.e., positive and negative). Our findings explain that the confluence of aforementioned factors determines the effectiveness of eWOM.

Item Type: Article
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HE Transportation and Communications
T Technology > T Technology (General)
Divisions: Faculty of Industrial Engineering and Informatics > Information System
Depositing User: staff repository 1
Date Deposited: 02 Aug 2018 15:53
Last Modified: 02 Aug 2018 15:53
URI: http://repository.ittelkom-pwt.ac.id/id/eprint/1892

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