This paper extends the Technology Acceptance Model (TAM) to incorporate the impact of personal and virtual word‐of‐mouth (pWOM and vWOM). The authors hypothesize that both types of word‐of‐mouth will be positively related with consumer perceptions of innovation usefulness and perceived ease of use. In addition, the authors examine two competing hypotheses regarding the relative impact of pWOM and vWOM on perceptions of innovation attributes. One hypothesis argues that potential adopters place more weight on pWOM sources because they perceive relatively more similarity between themselves and pWOM sources. The alternative hypothesis argues that potential adopters place more weight on vWOM sources because those sources (relative to pWOM sources) expose potential adopters to a wider variety of information and a larger number of experts. Finally, the authors argue that symbolic product usage will enhance the relationship between word‐of‐mouth and consumer perceptions of innovation attributes. These hypotheses are tested using data collected in Japan from over 600 potential adopters of Blu‐ray DVD recorders and smart phones. Findings indicate that, in both product categories, pWOM and vWOM are positively and significantly related with perceived ease of use. Moreover, in both samples pWOM is positively and significantly related with perceived usefulness, while vWOM is significantly related with perceived usefulness only in the smart phone sample. With regard to the relative impact of pWOM and vWOM on perceptions of innovation attributes, results indicate that vWOM has a larger impact on potential adopter perceptions of ease of use. Finally, the estimated model provides support for the hypothesis that symbolic consumption increases the impact of word‐of‐mouth on perceptions of innovation attributes. In particular, findings indicate that the impact of pWOM on perceptions of innovation usefulness is higher among potential adopters of smart phones than among potential adopters of Blu‐ray DVD recorders. Similarly, the impact of vWOM on perceptions of ease of use is higher among potential smart phone adopters than among potential adopters of Blu‐ray DVD recorders.

The authors examine the impact of word‐of‐mouth communication on innovation use. Hypotheses are developed linking both personal and virtual word of mouth (vWOM) directly to innovation use. The authors also examine the mediating role of two additional variables that link word of mouth and innovation use. Existing research suggests that personal word of mouth (pWOM) indirectly influences intensity of innovation use through its impact on consumer perceptions of the size of local adopter population. In addition, both personal and virtual word‐of‐mouth influence should be positively associated with consumer perceptions of the availability of complementary products, which prior studies have linked to variety of innovation use. The authors test these hypotheses using data collected from 247 Japanese adopters of new‐generation portable gaming devices. Findings indicate that both personal and virtual word of mouth are directly related with variety of innovation use, which is in turn related with intensity of use. In addition, pWOM is positively related with both intensity of use and variety of use through its impact on consumer perceptions of (1) the perceived size of the local adopter population and (2) the availability of complementary products. In contrast, through these same two paths, vWOM is negatively related with both intensity of use and variety of use.

Abstract

This study examines the impact of celebrity endorsements on the effectiveness of product placement. Celebrity endorsements and product placement appear in a multitude of media in consumers' daily lives, and this phenomenon has increasingly raised the interest among researchers and practitioners. Therefore, this study explores the following two kinds of normative influence in the context of product placement: (a) parasocial interaction with a celebrity and (b) social interaction by means of peer communication among consumers on attitudes toward a placed brand. In addition, it examines the effect of plot connection, which refers to the way the placed brand is exposed in a scene. Finally, it tests how the message variables, plot connection and strength between celebrity and placed brand, moderate the parasocial interaction's effect on attitude toward brands. This study tests these effects by conducting a hierarchical regression with survey data from a sample of Japanese consumers. It concludes with theoretical contributions and the direction of future research.

An advertiser's website can be a key factor in being successful in effective marketing communication. As owned media, it is expected to achieve broad and different communication objectives, from providing potential consumers with product information to building a strong brand with existing customers. Whether the communication strategy is successful depends on well it complies with the internet usage of consumers. Furthermore, internet usage is influenced by cultural characteristics. Therefore, this paper examines the relationships between internet usage and cultural factors: dimension of individualism, collectivism and self construal, and hypothesizes these relationships.