Role of electronic word-of-mouth content and valence in influencing online purchase behavior
By Gobinda Roy, Biplab Datta, S. Mukherjee. Journal of Marketing Communications, 2018
87 citations recorded by the source corpus.
ABSTRACT Electronic word of mouth (eWOM) becomes an important tool for online consumers for evaluating and selecting a product. Extant research has mainly studied how various eWOM characteristics such as valence, volume, and text-based eWOM content affect purchase behavior. This study, for the first time, has explored the role of mixed neutral WOM valence and rich eWOM content on online purchase intention. Initially, the qualitative analysis method was used to conduct in-depth interviews with experts-cum-online shoppers from different fields. Purposive sampling was used to select 14 experts and online shoppers from diverse fields. Inductive analysis was conducted to analyze the interview generated content. It helped in forming various codes and categories in explaining eWOM constructs. Content analysis was also used to analyze the importance of various factors in key constructs (themes) affecting online behavior. The finding from the content analysis confirmed that both mixed neutral eWOM and rich eWOM content positively affects online purchase intention. This study has also explored how insights derived from the content analysis of valence and content can help marketers to develop an online marketing strategy. Research implications and future research directions have been discussed in this paper.
Subfields: Information Systems and Management, Marketing, Sociology and Political Science
View Paper: https://www.semanticscholar.org/paper/d7083681e077c3a111d635edc30936447ccec7c8
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Citations in the corpus
- Effect of eWOM stimuli and eWOM response on perceived service quality and online recommendation (2020, background): “2009), purchase intention (Cheung & Thadani, 2012; Roy et al., 2019), online sales (Chevalier & Mayzlin, 2006; Roy et al.”