Predicting the effects of eWOM and online brand messaging: Source trust, bandwagon effect and innovation adoption factors

Tai-Yee Wu, Carolyn A. Lin*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

27 Scopus citations

Abstract

This study examined the integrative effects of a brand's online product description, eWOM content, digital retail platforms and innovation adoption factors on a consumer's decision-making process. Results from a between-subject experiment (N = 231) suggest that consumer perceptions of product-description usefulness, technology fluidity, product usefulness, product-use ease, consumer-review trustworthiness, consumer-review usefulness, user ratings of consumer reviews and retail-platform trustworthiness have a direct or indirect effect on their attitude and purchase intention toward the technology product.

Original languageEnglish
Pages (from-to)470-480
Number of pages11
JournalTelematics and Informatics
Volume34
Issue number2
DOIs
StatePublished - 1 May 2017

Keywords

  • Product description
  • Source credibility
  • Technology acceptance
  • Technology fluidity
  • User ratings
  • eWOM

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