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Article: The effects of consumer knowledge on message processing of electronic word-of-mouth via online consumer reviews

TitleThe effects of consumer knowledge on message processing of electronic word-of-mouth via online consumer reviews
Authors
KeywordsCognitive Fit Theory
Elaboration Likelihood Model
Electronic Word-Of-Mouth
Expertise
Online Consumer Reviews
Issue Date2008
PublisherElsevier BV. The Journal's web site is located at http://www.elsevier.com/locate/elerap
Citation
Electronic Commerce Research And Applications, 2008, v. 7 n. 4, p. 399-410 How to Cite?
AbstractThis paper investigates one type of electronic word-of-mouth (eWOM), the online consumer review. The study considers two components of review structure: the type and the number of reviews. Using the cognitive fit theory, we show that the type of reviews can be a key moderating variable to explain the inconsistent relationship between consumer expertise and WOM in previous research. This study examines which type of reviews cognitively fits consumers with a high (low) level of expertise. Using the elaboration likelihood model (ELM), we also investigate that the effects of the type of reviews and the number of reviews. The hypotheses were tested using a 2 (levels of expertise) × 2 (types of reviews) × 2 (number of reviews) mixed design including two control conditions. The results show that the effect of cognitive fit (the type of reviews) on purchase intention is stronger for experts than for novices while the effect of the number of reviews on purchase intention is stronger for novices than experts. This paper delivers managerial implications for online sellers providing consumer created reviews along with advertisements. © 2008 Elsevier B.V. All rights reserved.
Persistent Identifierhttp://hdl.handle.net/10722/178020
ISSN
2015 Impact Factor: 2.139
2015 SCImago Journal Rankings: 1.582
ISI Accession Number ID
References

 

DC FieldValueLanguage
dc.contributor.authorPark, DHen_US
dc.contributor.authorKim, Sen_US
dc.date.accessioned2012-12-19T09:41:18Z-
dc.date.available2012-12-19T09:41:18Z-
dc.date.issued2008en_US
dc.identifier.citationElectronic Commerce Research And Applications, 2008, v. 7 n. 4, p. 399-410en_US
dc.identifier.issn1567-4223en_US
dc.identifier.urihttp://hdl.handle.net/10722/178020-
dc.description.abstractThis paper investigates one type of electronic word-of-mouth (eWOM), the online consumer review. The study considers two components of review structure: the type and the number of reviews. Using the cognitive fit theory, we show that the type of reviews can be a key moderating variable to explain the inconsistent relationship between consumer expertise and WOM in previous research. This study examines which type of reviews cognitively fits consumers with a high (low) level of expertise. Using the elaboration likelihood model (ELM), we also investigate that the effects of the type of reviews and the number of reviews. The hypotheses were tested using a 2 (levels of expertise) × 2 (types of reviews) × 2 (number of reviews) mixed design including two control conditions. The results show that the effect of cognitive fit (the type of reviews) on purchase intention is stronger for experts than for novices while the effect of the number of reviews on purchase intention is stronger for novices than experts. This paper delivers managerial implications for online sellers providing consumer created reviews along with advertisements. © 2008 Elsevier B.V. All rights reserved.en_US
dc.languageengen_US
dc.publisherElsevier BV. The Journal's web site is located at http://www.elsevier.com/locate/elerapen_US
dc.relation.ispartofElectronic Commerce Research and Applicationsen_US
dc.subjectCognitive Fit Theoryen_US
dc.subjectElaboration Likelihood Modelen_US
dc.subjectElectronic Word-Of-Mouthen_US
dc.subjectExpertiseen_US
dc.subjectOnline Consumer Reviewsen_US
dc.titleThe effects of consumer knowledge on message processing of electronic word-of-mouth via online consumer reviewsen_US
dc.typeArticleen_US
dc.identifier.emailKim, S: sarakim@hku.hken_US
dc.identifier.authorityKim, S=rp01613en_US
dc.description.naturelink_to_subscribed_fulltexten_US
dc.identifier.doi10.1016/j.elerap.2007.12.001en_US
dc.identifier.scopuseid_2-s2.0-56649103581en_US
dc.relation.referenceshttp://www.scopus.com/mlt/select.url?eid=2-s2.0-56649103581&selection=ref&src=s&origin=recordpageen_US
dc.identifier.volume7en_US
dc.identifier.issue4en_US
dc.identifier.spage399en_US
dc.identifier.epage410en_US
dc.identifier.isiWOS:000261183800004-
dc.publisher.placeNetherlandsen_US
dc.identifier.scopusauthoridPark, DH=7403245801en_US
dc.identifier.scopusauthoridKim, S=37109323000en_US

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