IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v62y2009i1p61-67.html
   My bibliography  Save this article

Information direction, website reputation and eWOM effect: A moderating role of product type

Author

Listed:
  • Park, Cheol
  • Lee, Thae Min

Abstract

This article examines how the electronic word of mouth (eWOM) information direction (positive vs. negative) and a website's reputation (established vs. unestablished) contribute to the eWOM effect. The article describes a study focusing on the moderating role of the product type (search vs. experience). The results of the experiment show that the eWOM effect is greater for negative eWOM than for positive eWOM, greater for established websites than for unestablished websites, and greater for experience goods than for search goods. The results support the moderating effects of product type on the eWOM information direction-website reputation-eWOM effect relationship. The impact of negative eWOM on the eWOM effect is greater for experience goods than for search goods. Similarly, the impact of website reputation on the eWOM effect is greater for experience goods than for search goods. The findings provide managerial implications for an Internet marketing strategy.

Suggested Citation

  • Park, Cheol & Lee, Thae Min, 2009. "Information direction, website reputation and eWOM effect: A moderating role of product type," Journal of Business Research, Elsevier, vol. 62(1), pages 61-67, January.
    • Handle: RePEc:eee:jbrese:v:62:y:2009:i:1:p:61-67
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148-2963(08)00004-0
    Download Restriction: Full text for ScienceDirect subscribers only
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Dholakia, Ruby Roy & Sternthal, Brian, 1977. "Highly Credible," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 3(4), pages 223-232, March.
    2. Klein, Lisa R., 1998. "Evaluating the Potential of Interactive Media through a New Lens: Search versus Experience Goods," Journal of Business Research, Elsevier, vol. 41(3), pages 195-203, March.
    3. Alba, Joseph W & Hutchinson, J Wesley, 1987. "Dimensions of Consumer Expertise," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(4), pages 411-454, March.
    4. Nelson, Philip, 1974. "Advertising as Information," Journal of Political Economy, University of Chicago Press, vol. 82(4), pages 729-754, July/Aug..
    5. Gruen, Thomas W. & Osmonbekov, Talai & Czaplewski, Andrew J., 2006. "eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty," Journal of Business Research, Elsevier, vol. 59(4), pages 449-456, April.
    6. Bone, Paula Fitzgerald, 1995. "Word-of-mouth effects on short-term and long-term product judgments," Journal of Business Research, Elsevier, vol. 32(3), pages 213-223, March.
    7. Brown, Jacqueline Johnson & Reingen, Peter H, 1987. "Social Ties and Word-of-Mouth Referral Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 14(3), pages 350-362, December.
    8. Hoch, Stephen J & Ha, Young-Won, 1986. "Consumer Learning: Advertising and the Ambiguity of Product Experience," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(2), pages 221-233, September.
    9. Maute, Manfred F. & Forrester, William Jr., 1991. "The effect of attribute qualities on consumer decision making: a causal model of external information search," Journal of Economic Psychology, Elsevier, vol. 12(4), pages 643-666, December.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Yang, Jun & Mai, Enping (Shirley), 2010. "Experiential goods with network externalities effects: An empirical study of online rating system," Journal of Business Research, Elsevier, vol. 63(9-10), pages 1050-1057, September.
    2. Amin Ansary & Nik M. Hazrul Nik Hashim, 2018. "Brand image and equity: the mediating role of brand equity drivers and moderating effects of product type and word of mouth," Review of Managerial Science, Springer, vol. 12(4), pages 969-1002, October.
    3. Maise Soares Pereira & Ivan Lapuente Garrido & Celso Augusto de Matos, 2015. "Firm-Created Word-of-Mouth Recommendation: is it Also Worthwhile?," Brazilian Business Review, Fucape Business School, vol. 12(3), pages 91-118, May.
    4. Heng Tang & Xiaowan Lin, 2019. "Curbing shopping cart abandonment in C2C markets — an uncertainty reduction approach," Electronic Markets, Springer;IIM University of St. Gallen, vol. 29(3), pages 533-552, September.
    5. Khare, Adwait & Labrecque, Lauren I. & Asare, Anthony K., 2011. "The Assimilative and Contrastive Effects of Word-of-Mouth Volume: An Experimental Examination of Online Consumer Ratings," Journal of Retailing, Elsevier, vol. 87(1), pages 111-126.
    6. Essig, Richard A., 2024. "The preference for users to experts in the domain of online product ratings," Journal of Business Research, Elsevier, vol. 173(C).
    7. Hsiang-Ming Lee & Tsai Chen & Ya-Hui Hsu & Yu-Chi Wu, 2018. "Effect Of Complementary Product Fit And Brand Awareness On Brand Attitude After M&As: Word Of Mouth As A Moderator," Global Journal of Business Research, The Institute for Business and Finance Research, vol. 12(1), pages 51-67.
    8. Payal S. Kapoor & K.R. Jayasimha & Ashish Sadh, 2013. "Brand-related, Consumer to Consumer, Communication via Social Media," IIM Kozhikode Society & Management Review, , vol. 2(1), pages 43-59, January.
    9. Akbari, Morteza & Foroudi, Pantea & Zaman Fashami, Rahime & Mahavarpour, Nasrin & Khodayari, Maryam, 2022. "Let us talk about something: The evolution of e-WOM from the past to the future," Journal of Business Research, Elsevier, vol. 149(C), pages 663-689.
    10. Eunae Jung & Hyungun Sung, 2017. "The Influence of the Middle East Respiratory Syndrome Outbreak on Online and Offline Markets for Retail Sales," Sustainability, MDPI, vol. 9(3), pages 1-23, March.
    11. Dong Hoo Kim & Doori Song, 2019. "Can brand experience shorten consumers’ psychological distance toward the brand? The effect of brand experience on consumers’ construal level," Journal of Brand Management, Palgrave Macmillan, vol. 26(3), pages 255-267, May.
    12. Tibert Verhagen & Daniel Bloemers, 2018. "Exploring the cognitive and affective bases of online purchase intentions: a hierarchical test across product types," Electronic Commerce Research, Springer, vol. 18(3), pages 537-561, September.
    13. Reema Nofal & Pelin Bayram & Okechukwu Lawrence Emeagwali & Lu’ay Al-Mu’ani, 2022. "The Effect of eWOM Source on Purchase Intention: The Moderation Role of Weak-Tie eWOM," Sustainability, MDPI, vol. 14(16), pages 1-20, August.
    14. Mostafa Monzur Hasan & Grantley Taylor & Grant Richardson, 2022. "Brand Capital and Stock Price Crash Risk," Management Science, INFORMS, vol. 68(10), pages 7221-7247, October.
    15. Ana Alina Tudoran, 2022. "A machine learning approach to identifying decision-making styles for managing customer relationships," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(1), pages 351-374, March.
    16. Jesse W.J. Weltevreden & Oedzge A.L.C. Atzema & Koen Frenken & Karlijn de Kruijf & Frank G. van Oort, 2005. "The Geography of Internet Adoption by Retailers," Papers in Evolutionary Economic Geography (PEEG) 0510, Utrecht University, Department of Human Geography and Spatial Planning, Group Economic Geography, revised Sep 2005.
    17. Jones, Philip & Hudson, John, 1996. "Signalling product quality: When is price relevant?," Journal of Economic Behavior & Organization, Elsevier, vol. 30(2), pages 257-266, August.
    18. Chakravarty, Anindita & Liu, Yong & Mazumdar, Tridib, 2010. "The Differential Effects of Online Word-of-Mouth and Critics' Reviews on Pre-release Movie Evaluation," Journal of Interactive Marketing, Elsevier, vol. 24(3), pages 185-197.
    19. Kim, Junyong & Gupta, Pranjal, 2012. "Emotional expressions in online user reviews: How they influence consumers' product evaluations," Journal of Business Research, Elsevier, vol. 65(7), pages 985-992.
    20. Kim, Juran & Kang, Seungmook & Lee, Ki Hoon, 2021. "Evolution of digital marketing communication: Bibliometric analysis and network visualization from key articles," Journal of Business Research, Elsevier, vol. 130(C), pages 552-563.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:62:y:2009:i:1:p:61-67. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.