Impact of Quantity and Timeliness of EWOM Information on Consumer’s Online Purchase Intention under C2C Environment

Abstract

Based on consumers' "cognitive→affective→behavior" hierarchy theory of reaction, this paper builds the relational model of electronic word-of-mouth (eWOM) information (from two dimensions, quantity and timeliness), consumer trust, and purchase intention under C2C environment. The 2×2×2 between-subjects experiment on 320 undergraduates in Southwestern University of Finance and Economics illustrates that quantity and timeliness of eWOM information have significant influences on consumer trust, which has significantly positive influence on purchase intention; and the effect of the quantity and timeliness of eWOM information on consumer trust is also affected by the difference of product category. When buying fashion product (such as fashionable dress), the influence of quantity and timeliness of eWOM information on consumer trust is greater than that on functional products (such as books).

Contextual Effects of Online Review Recency: Three Research Propositions

“…The propositions can serve as the foundation for future research on online reviews and information recency. Moreover, the current research contributes to the literature on the tourist’s information processing [ 7 , 13 ] and contextual decision-making, that is, which contextual factors should be considered to provide a more nuanced explanation of how travel information affects the tourist’s decision-making [ 11 , 16 ]. As for the practical implications, the propositions offer insights into tourism businesses’ online marketing strategies and interface design for information channels.…”

“…In this case, when processing online reviews about restaurants, tourist’s preference for recent reviews might be pronounced. Conversely, tourists might think that hotel reviews do not need to be up-to-date because the primary aspects of hotel products (e.g., room, staff service, facility) are less time-sensitive [ 11 ]. Indeed, it was found that the extent to which tourists assess how recent online reviews are depends on the type of tourism product [ 27 , 37 ].…”

“…How tourists process online reviews is context-specific [33]. Essentially, the effects of online reviews on tourist's perceptions (e.g., review helpfulness) or decision-making (e.g., online hotel booking) become more (or less) pronounced under certain circumstances [11,13], and so does review recency. For example, while consumers place a high value on recent reviews when they purchase a fast-depreciating product (e.g., fashionable cloth), they do not do so when buying a slow-deprecating product (e.g., classical textbook) [11].…”

To Retire or not to Retire: Intention towards Concept of Retirement Village in Malaysia

“…The study also found that communicability positively influenced the intention to buy a unit of retirement village. Today, with the increasing popularity of online social networks such as Facebook and Twitter, online reviews have become one of the most persuasive tools that will impact consumer's evaluation (Fu et al, 2011). Undeniably, online reviews were found to alter consumer behaviors (Goldenberg, Libai & Muller, 2001;Vermeulen & Seegers, 2009).…”

The Influence of E-Wom and Image Destination on Revisit Decision Moderated by Trust: A Literature Review

“…This statement can also explain that E-Wom carried out by tourists can indicate that the information is worthy of trust. Studies show that the quantity of E-Wom information and timeliness of E-Wom information have a positive effect on trust and the desire to shop online (Xiaorong, Bin, Qinghong, Liuli, & Yu, 2011). Furthermore, E-Wom can increase tourist trust in tourist destinations when they see positive comments when booking tickets online (Ladhari & Michaud, 2015).…”