TY - JOUR
T1 - Predicting the effects of eWOM and online brand messaging
T2 - Source trust, bandwagon effect and innovation adoption factors
AU - Wu, Tai-Yee
AU - Lin, Carolyn A.
PY - 2017/5/1
Y1 - 2017/5/1
N2 - 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.
AB - 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.
KW - Product description
KW - Source credibility
KW - Technology acceptance
KW - Technology fluidity
KW - User ratings
KW - eWOM
UR - http://www.scopus.com/inward/record.url?scp=84983518112&partnerID=8YFLogxK
U2 - 10.1016/j.tele.2016.08.001
DO - 10.1016/j.tele.2016.08.001
M3 - Article
AN - SCOPUS:84983518112
VL - 34
SP - 470
EP - 480
JO - Telematics and Informatics
JF - Telematics and Informatics
SN - 0736-5853
IS - 2
ER -