The Effect of Pre-purchase WOM Seeking Behavior on the WOM Intention
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In spite of the fact that there have been many studies on word-of-mouth, most of them have discussed it from one of the following perspectives: WOM sending and WOM receiving. However, because the customer can be both a WOM receiver and a WOM sender simultaneously, previous studies have limitations relative to understanding the WOM phenomenon as far as these two research streams are concerned. Consequently, this study sets out to examine the effects of WOM information seeking effort on WOM sending intention after a product experience. To examine the effect of consumers' pre-purchase WOM seeking behavior on the intention to send WOM information to others after purchase and their subsequent repurchase intentions, this study surveys 231 university students. The respondents are asked to recall a product purchase experience of more than 50,000 won. Most of the hypotheses proposed in this study are supported. The theoretical implication of this research is that it fills the gap that has been in the previous research streams which has been classified into WOM seeking behavior and WOM sending behavior. Additionally, the practical implication of this research is that it can further increase consumers’ WOM sending behaviors by encouraging them to seek information more actively.
Abstract
In spite of the fact that there have been many studies on word-of-mouth, most of them have discussed it from one of the following perspectives: WOM sending and WOM receiving. However, because the customer can be both a WOM receiver and a WOM sender simultaneously, previous studies have limitations relative to understanding the WOM phenomenon as far as these two research streams are concerned. Consequently, this study sets out to examine the effects of WOM information seeking effort on WOM sending intention after a product experience. To examine the effect of consumers' pre-purchase WOM seeking behavior on the intention to send WOM information to others after purchase and their subsequent repurchase intentions, this study surveys 231 university students. The respondents are asked to recall a product purchase experience of more than 50,000 won. Most of the hypotheses proposed in this study are supported. The theoretical implication of this research is that it fills the gap that has been in the previous research streams which has been classified into WOM seeking behavior and WOM sending behavior. Additionally, the practical implication of this research is that it can further increase consumers’ WOM sending behaviors by encouraging them to seek information more actively.
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