Journal
JOURNAL OF BUSINESS RESEARCH
Volume 63, Issue 9-10, Pages 1041-1049Publisher
ELSEVIER SCIENCE INC
DOI: 10.1016/j.jbusres.2009.01.015
Keywords
Electronic word-of-mouth; Consumer recommendations; Internet buyer behavior; Online decision making; Choice quality; Choice optimality
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A laboratory experiment examines the effects of electronic word-of-mouth (e-WOM) on consumer consideration and choice of an experience product. Specifically, we manipulated the number of consumer recommendations and the optimality of the recommended product in a realistic online shopping environment. The results indicate that e-WOM is likely to result in more time considering the recommended product. For consumers more motivated to process information, e-WOM recommendations lead to more time spent on the choice task overall. Further, consumers with less motivation to process information make suboptimal decisions based on e-WOM recommendations. Consumers with a high motivation to process information are willing to accept recommendations and switch from declared attribute preferences, but choose only optimal products. (C) 2009 Elsevier Inc. All rights reserved.
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