The study on negative eWOM and its relationship to consumer’s intention to switch Mobile Service Provider

This study is focused on communications that come from consumer-to-consumer (C2C) ecommerce relationships. This topic is directly associated with the electronic word-of-mouth (eWOM) phenomenon. eWOM is related to the set of positive or negative opinions made by potential, actual, or former customers about a seller. The present study proposes a structural equation modeling with partial least squares (PLS-SEM) research model to analyze consumers’ opinions impact on attitude toward purchasing. This model is based on the Information Adoption Model (IAM) in combination with an ecommerce satisfaction perspective, comprising five constructs: (1) service quality, (2) ecommerce satisfaction, (3) argument quality, (4) source credibility and (5) purchase intention. The model was tested by applying the Smart Partial Least Squares (SmartPLS) software for which 116 effective data from customers of the Taobao C2C platform were used. The findings reveal that all of the defined relationships were supported, confirming the positive impact of all the proposed constructs on the purchase intention. In this respect, the findings suggest that C2C platforms should strengthen the analyzed connections to grow the business and to promote transactions. Finally, implications and limitations related to the explanatory capacity and the sample are identified.

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“…In a similar way, ref. [44] demonstrated that negative contents in eWOM impact the cognition, reliability, and trust of consumers.…”

Section: Literature Reviewmentioning

confidence: 99%

“…[97] considered that eWOM credibility has a positive impact on e-WOM adoption. In fact, online discussions and opinions between consumers may generate more credibility and empathy than marketer-generated web content [44]. eWOM is a way to help other consumers to make good purchase decisions [98].…”

Section: Source Credibilitymentioning

confidence: 99%

eWOM in C2C Platforms: Combining IAM and Customer Satisfaction to Examine the Impact on Purchase Intention

Bueno

Gallego

2021

JTAER

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“…The increase in Internet usage makes an average of 70% of consumers read other consumers' opinions, and consumer-generated content on a brand of products or services that they interested [2]. Electronic word of mouth (eWOM) defines any statements about products either positive or negative provided by future, present, or experienced customers, and can access such statements by anyone online (Henning et al, 2004).…”

Section: Literature Reviewmentioning

confidence: 99%

Conceptualizing eWOM, Brand Image, and Brand Attitude on Consumer’s Willingness to Pay in the Low-Cost Airline Industry in Thailand

Yodpram¹,

Intalar²

2020

Innovation Aviation &Amp;amp; Aerospace Industry - International Conference 2020

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The expansion usage of the Internet, especially social media, has extended customers options for gathering products and services information by including other customers' comments and opinions posted on the Internet. Customers are able to share their experience, perception, and advice by involving in electronic word-of-mouth (eWOM) on their social media and websites that facilitate reviewing of consumer’s experiences, which can be reached by their friends and other potential customers. This study reviews literature related to eWOM, brand attitude, brand image, brand loyalty, and their implication on the willingness to pay premium ticket price in the context of the low-cost airline industry in Thailand. Existing literature presented that eWOM, as well as, brand image have positive influences on customer’s repurchase intention. In addition, brand attitude and brand loyalty also influence customers’ intention to buy for a particular product. This leads to the motivation to formulate a conceptual framework to explore the relationships between the mentioned independent variables on the willingness to pay more on airline ticket price. This conceptual framework also suggests methodology and sample groups for further research investigation.

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“…Trust has been studied from a wide variety of disciplines and backgrounds, with numerous definitions found throughout the literature (Nadarajan et al , 2017). While some researchers have been reluctant to define the concept and others believe it is indefinable (McKnight et al , 2002), another group points to a lack of accepted typology for the concept (Wu and Chang, 2005).…”

Section: Proposed Research Model and Hypothesis Developmentmentioning

confidence: 99%

Trust and reciprocity effect on electronic word-of-mouth in online review communities

Gharib

García-Pérez

Dibb

et al. 2019

JEIM

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Purpose Social media developments in the last decade have led to the emergence of a new form of word of mouth (WOM) in the digital environment. Electronic word-of-mouth (eWOM) is considered by many scholars and practitioners to be the most influential informal communication mechanism between businesses and potential and actual consumers. The purpose of this paper is to extend knowledge about WOM in this new context by proposing a conceptual framework that enables a better understanding of how trust and reciprocity influence eWOM participation in ORCs. Design/methodology/approach This study applies non-probability convenience sampling technique to conduct a quantitative study of data from an online survey of 189 members of ORCs. Partial least squares (PLS) is used to analyse the correlations between individuals’ intention to seek opinion, to give their own opinion and to pass on the opinion of another within ORCs. Findings The data analysis reveals that opinion seeking within ORCs had a direct effect on opinion giving and opinion passing. Ability trust and integrity trust had a positive effect on opinion seeking, while benevolence trust had a direct positive effect on opinion passing. Reciprocity had a direct impact on opinion passing. While reciprocity did not affect opinion giving, the relationship between these two concepts was mediated by integrity trust. Research limitations/implications By studying the complexities that characterise the relationships between reciprocity, trust and eWOM, the study extends understanding of eWOM in ORCs. Originality/value To the best of the authors’ knowledge, this is one of only a few papers that have examined the complex interrelationships between reciprocity, trust and eWOM in the context of ORCs.

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The study on negative eWOM and its relationship to consumer’s intention to switch Mobile Service Provider

Cited by 17 publications

References 12 publications

eWOM in C2C Platforms: Combining IAM and Customer Satisfaction to Examine the Impact on Purchase Intention

eWOM in C2C Platforms: Combining IAM and Customer Satisfaction to Examine the Impact on Purchase Intention

Conceptualizing eWOM, Brand Image, and Brand Attitude on Consumer’s Willingness to Pay in the Low-Cost Airline Industry in Thailand

Trust and reciprocity effect on electronic word-of-mouth in online review communities

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