Understanding consumers adoption of e-wom through information quality and product ranking

Raffaele Filieri

Research output: Contribution to conferencePaperpeer-review

Abstract

Online reviews (ORs) are fostering the spread of Word-Of-Mouth in the online environment (e-WOM). The popularity of e-WOM is constantly growing among consumers who use them before buying a product/service. Therefore, it is important for marketers to understand the antecedents of e-WOM. In this paper we have used the elaboration likelihood model to investigate the antecedents of consumers' adoption of ORs for hedonic products. Drawing on this theory, we have measured the influence of information quality, information quantity, and products ranking on consumers' adoption of ORs. Predictions were tested by using regression analysis with data from 608 users of online travel reviews from different countries. Contrary to previous findings, this research shows that highly involved consumers are mainly influenced by peripheral cues, including the ranking of services/products but not by information quantity. Finally, the research shows that product ranking, and not information quantity or negative reviews, is a strong antecedent of e-WOM's adoption.

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