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Title:
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ELECTRONIC WORD-OF-MOUTH: ANTECEDENTS OF READING CUSTOMER REVIEWS IN ON-LINE OPINION PLATFORMS: A QUANTITATIVE STUDY FROM THE UK MARKET |
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Author(s):
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Marwan Khammash |
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ISBN:
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978-972-8924-68-3 |
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Editors:
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Pedro Isaías, Miguel Baptista Nunes and Dirk Ifenthaler |
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Year:
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2008 |
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Edition:
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Single |
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Keywords:
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Online platform - Online opinion portal - Online community - Online customer reviews - Word of Mouth - Electronic
Word of Mouth |
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Type:
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Full Paper |
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First Page:
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77 |
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Last Page:
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84 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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The Internet facilitates access to online product reviews and comments written by consumers. These reviews and
comments are available to a large number of other customers and consequently, it can be predicted that these have a
considerable impact on the success of goods and services. Therefore, it is essential for businesses to understand the
rationale of these online articulations. This paper describes the quantitative phase of an elaborate research project,
conducted to investigate and to derive motives and antecedents of the reading behavior of consumer reviews in online
opinion platforms. The quantitative phase tested the relevance of the online reading motives and their influence on
consumer buying behavior in a large-scale quantitative questionnaire (N=1010). The paper concluded a necessity for
opinion portal providers and commercial providers of consumer goods and services to understand the complex
relationship that links motives of the online reading behavior to the various consumer behavioral constructs. The main
managerial implication is to develop strategies that allow organizations to benefit effectively from such online opinions.
Further research ought to draw on a variety of research methods to create a clearer picture of online reading behavior, in
particular considering that this is an emerging area of research. Future studies could also investigate the antecedents of
online writing behavior to provide a better understanding of the full equation of electronic word of mouth (eWOM). |
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