Experiential approach to the determinants of online word-of-mouth behavior
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초록
This study identifies the factors which influence the adoption of online word-of-mouth communication that arises from customers’ in-store shopping experiences. For this purpose, the study examines the role of social networks in facilitating adoption and dissemination of word-of-mouth arguments. The study has three objectives, which are fulfilled by two different studies: in Study 1, we examine the effects of customers’ in-store shopping experiences based on the quantity and quality of online word-of-mouth communication derived from Schmitt’s (1999) five strategic experiential modules (sense, feel, think, act, and relate). Study 1 also verifies whether the three attributes of social networks (strength, centrality, and range of ties) influence word-of-mouth communication. In Study 2, we investigate whether the presentation of word-of-mouth arguments and product categories influences the evaluation and adoption of word-ofmouth. The result indicates that some types of shopping experiences have specific influences on online word-of-mouth communication. This result illustrates the usefulness of developing word-of-mouth proliferation strategies for retail stores that cater to Schmitt’s (1999) SEMs. The result also verifies that word-of-mouth arguments are more effective when they are presented with images and text simultaneously. Finally, the result suggests that online store managers should be able to differentiate product diffusion strategies based on the product characteristics and product’s involvement level.
Abstract
This study identifies the factors which influence the adoption of online word-of-mouth communication that arises from customers’ in-store shopping experiences. For this purpose, the study examines the role of social networks in facilitating adoption and dissemination of word-of-mouth arguments. The study has three objectives, which are fulfilled by two different studies: in Study 1, we examine the effects of customers’ in-store shopping experiences based on the quantity and quality of online word-of-mouth communication derived from Schmitt’s (1999) five strategic experiential modules (sense, feel, think, act, and relate). Study 1 also verifies whether the three attributes of social networks (strength, centrality, and range of ties) influence word-of-mouth communication. In Study 2, we investigate whether the presentation of word-of-mouth arguments and product categories influences the evaluation and adoption of word-ofmouth. The result indicates that some types of shopping experiences have specific influences on online word-of-mouth communication. This result illustrates the usefulness of developing word-of-mouth proliferation strategies for retail stores that cater to Schmitt’s (1999) SEMs. The result also verifies that word-of-mouth arguments are more effective when they are presented with images and text simultaneously. Finally, the result suggests that online store managers should be able to differentiate product diffusion strategies based on the product characteristics and product’s involvement level.
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