Abstract
Web-based technologies have created numerous opportunities for electronic word-of-mouth (eWOM) communication. This phenomenon impacts retailers as this easily accessible information could greatly affect consumer purchasing decision. The connectivity of the Web allows one-to-many and many-to-many communications among users that make information spread much faster and broader, including the spread of negative information. In this paper, we investigate the impact of online consumer reviews on consumer online purchasing decision. Specifically, we compare the impact of both negative and positive eWOM using a laboratory experiment. Our results show that the mean values of emotional trust and intention to shop online are significantly lower in the negative treatment group. We expect the result of this paper will generate researchers and marketers' interest in this important area of research and practice.
| Original language | English |
|---|---|
| Title of host publication | 14th Americas Conference on Information Systems, AMCIS 2008 |
| Pages | 3242-3251 |
| Volume | 5 |
| Publication status | Published - 2008 |
| Event | 14th Americas Conference on Information Systems (AMCIS 2008) - Toronto, Canada Duration: 14 Aug 2008 → 17 Aug 2008 https://www.proceedings.com/content/005/005045webtoc.pdf |
Publication series
| Name | |
|---|---|
| Volume | 5 |
Conference
| Conference | 14th Americas Conference on Information Systems (AMCIS 2008) |
|---|---|
| Place | Canada |
| City | Toronto |
| Period | 14/08/08 → 17/08/08 |
| Internet address |
Research Keywords
- Electronic commerce
- Electronic word-of-mouth
- Negativity bias
- Online consumer opinion platform
- Online shopping
- Trust
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