Exploring the Novel Input Attributes Affecting eWOM

• Main Authors: Safdar Hussain, Kaishan Huang, Zahida Ilyas, Ben Niu
• Format: Article
• Language: English
• Published: Frontiers Media S.A. 2020-08-01
• Series: Frontiers in Psychology
• Subjects: online opinions; information-related interaction; information usefulness; purchasing behavior; WOM and eWOM
• Online Access: https://www.frontiersin.org/article/10.3389/fpsyg.2020.02017/full

Electronic word of mouth (eWOM) has become significantly important in online communities, which are influential sources of instant information on the internet. This study examines the eWOM input attributes linked to consumers’ information adoption behavior in the context of information-related interaction. This study uses a structural equation modeling approach by choosing participants from Fujian and Guangdong provinces of China. The results reveal that eWOM input attributes studied positively influence information-related interactions. An individual’s perception of value enhances the performance of products or services, which is an essential predictor of information adoption. Furthermore, information usefulness and related interactions are key eWOM message characteristics affecting information adoption on the internet. This study contributes to the eWOM input attributes and message characteristics literature by exploring information-related interaction as a new mediator to consumers’ online information adoption. The authors provide suggestions for marketers and firms to dynamically develop strategies in response to consumers’ concerns while making a purchase online.