Online information search and utilization of electronic word-of-mouth

Design of Data Analysis Systems for Business Process Automation

“…Therefore, e-WOM communications are likely to have strongly effect opinion and purchase intent when customers meet new goods [7]. On the other hand, the more e-WOM is being searched, the less it is being utilized in the final purchase decision [20]. The online reviewing system can act as an amplifier of information received through WOM, but also if e-WOM is also negative, it will have strong negative effect on customers' purchase decisions [14].…”