Provide Consumers with What They Want on Word of Mouth Forums
Affiliation(s)
Department of Consumer Sciences, The Ohio State University, Columbus, USA. School of Management and Economics, Dalian University of Techonology, Dalian, China. Fisher College of Business, The Ohio State University, Columbus, USA.
Department of Consumer Sciences, The Ohio State University, Columbus, USA. School of Management and Economics, Dalian University of Techonology, Dalian, China. Fisher College of Business, The Ohio State University, Columbus, USA.
ABSTRACT
Internet word-of-mouth (WOM) has a powerful impact on the consumer information search process. However, richness in information causes information overload. Consumers are not able to efficiently find the information they need among numerous and often redundant WOM postings and forums. As consumers become knowledgeable about WOM outlets, they may lower their search cost as they learn what kind of information to expect on various WOM forums. This conceptual paper develops research propositions to explain: 1) types of information consumers expect to see on different types of WOM forums, and 2) how expectations relate to satisfaction with WOM information and forums.
Cite this paper
Y. Liu, D. Dong and R. Burnkant, "Provide Consumers with What They Want on Word of Mouth Forums," iBusiness, Vol. 5 No. 1, 2013, pp. 58-66. doi: 10.4236/ib.2013.51A007.
Y. Liu, D. Dong and R. Burnkant, "Provide Consumers with What They Want on Word of Mouth Forums," iBusiness, Vol. 5 No. 1, 2013, pp. 58-66. doi: 10.4236/ib.2013.51A007.
References
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Narayandas, “Managing CustomerInitiated Contacts with Manufacturers: The Impact on Share of Category Requirements and Word of Mouth Behavior,” Journal of Marketing Research, Vol. 38, No. 8, 2001, pp. 281-298. doi:10.1509/jmkr.38.3.281.18863 [23] T. Mazzarol, J. C. Sweeney and G. N. Soutar, “Conceptualizing Word-of-Mouth Activity, Triggers and Conditions: An Exploratory Study,” European Journal of Marketing, Vol. 41, No. 11-12, 2010, pp. 1475-1494. doi:10.1108/03090560710821260 [24] R. E. Burnkrant and H. R. Unnava, “Effects of Self-Referencing on Persuasion,” Journal of Consumer Research, Vol. 22, No. 1, 1995, pp. 17-26. doi:10.1086/209432 [25] S. P. Jain and D. Maheswaran, “Motivated Reasoning: A Depth-of-Processing Perspective,” Journal of Consumer Research, Vol. 26, No. 4, 2000, pp. 358-371. doi:10.1086/209568 [26] P. F. Bone, “Word-of-Mouth Effects on Short-Term and Long-Term Product Judgments,” Journal of Business Research, Vol. 32, No. 4, 1995, pp. 213-223. doi:10.1016/0148-2963(94)00047-I [27] J. L. Giese, E. R. Spangenberg and A. E. Crowley, “Effects of Product-Specific Word-of-Mouth Communication on Product Category Involvement,” Marketing Letters, Vol. 7, No. 2, 1996, pp. 187-199. doi:10.1007/BF00434909 [28] C. Avery, P. Resnich and R. Zeckhauser, “The Market for Evaluations,” American Economics Research, Vol. 89, No. 3, 1999, pp. 564-584. doi:10.1257/aer.89.3.564 [29] D. Smith, S. Menon and K. Sivakumar, “Online Peer and Editorial Recommendations, Trust, and Choice in Virtual Markets,” Journal of Interactive Marketing, Vol. 19, No. 3, 2005, pp. 15-37. doi:10.1002/dir.20041 [30] H. H. Kuan and G. W. Bock, “Trust Transference in Brick and Click Retailers: An Investigation of the BeforeOnline-Visit Phase,” Information & Management, Vol. 44, No. 2, 2007, pp. 175-187. doi:10.1016/j.im.2006.12.002 [31] M. Y. Cheung, C. Luo, C. L. Sia and H. P. Chen, “Credibility of Electronic Word-of-Mouth: Informational and Normative Determinants of Online Consumer Recommendations,” International Journal of Electronic Commerce, Vol. 13, No. 4, 2009, pp. 9-38. doi:10.2753/JEC1086-4415130402 [32] S. J. Yoon, “The Antecedents and Consequences of Trust in Online Purchase Decisions,” Journal of Interactive Marketing, Vol. 16, No. 2, 2002, pp. 47-63. doi:10.1002/dir.10008 [33] H. S. Bansal and P. A. Voyer, “Word-of-Mouth Processes within a Services Purchase Decision Context,” Journal of Service Research, Vol. 3, No. 2, 2000, pp. 166-177. doi:10.1177/109467050032005 [34] F. von Wangenheim and T. Bayon, “The Effect of Word of Mouth on Service Switching,” European Journal of Marketing, Vol. 38, No. 9-10, 2004, pp. 1173-1185. doi:10.1108/03090560410548924 [35] R. E. Burnkrant and A. Cousineau, “Informational and Normative Social Influence in Buyer Behavior,” Journal of Consumer Research, Vol. 2, No. 3, 1975, pp. 206-215. doi:10.1086/208633 [36] M. F. Kaplan and C. E. Miller, “Group Decision Making and Normative versus Informational Influence: Effects of Type of Issue and Assigned Decision Rule,” Journal of Personality and Social Psychology, Vol. 53, No. 2, 1987, pp. 306-313. doi:10.1037/0022-3514.53.2.306 [37] C. J. Wakslak, S. Nussbaum, N. Liberman and Y. Trope, “Representations of the Self in the Near and Distant Future,” Journal of Personality and Social Psychology, Vol. 95, No. 4, 2008, pp. 757-773. doi:10.1037/a0012939 [38] R. L. Nabi and A. 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