Electronic word-of-mouth systems: consumption information contribution and acceptance

Abstract

Electronic word-of-mouth systems (EWOMS) are information systems that enable consumers to communicate their consumption information, generally referred to word-of-mouth (WOM) information, through electronic channels. This thesis consists of two studies. Theme 1 study integrates goal theories with WOM and EWOMS literature to identify individual characteristics, EWOMS system incentives, and consumption valence as the goals that could be associated with EWOM participation and empirically investigates how these goals would function to influence a consumer to engage in EWOM communications. Theme 2 study develops research model by drawing on the accessibility-diagnosticity model, communication informant credibility theories, and the elaboration likelihood model. It identifies and empirically validates the roles of EWOM information characteristics (information diagnosticity), EWOM informant characteristics (expertise and trustworthiness), and EWOMS decision aids (information helpfulness indicators, informant status indicators) in influencing the consumer s acceptance/rejection of EWOMS recommendations.