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Essay: Factors that can affect use and acceptance of eWOM (electronic word of mouth)

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  • Published: 11 September 2015*
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  • Words: 2,721 (approx)
  • Number of pages: 11 (approx)

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A. Explains research rationale.
As internet and e-commerce has been heavily used, Electronic word of mouth (eWOM) has rapindly become one of the most influential and popular tools of communication. Today, eWOM has been considered as reliable tool as it can help consumers to make purchasing decisions. (Fan, 2013) The main purpose consumers selected eWOM as platform to making purchasing decisions is they can make better buying choice and decision without wasting their extra time. Consumers now are more rely on internet in order to find the information they want about the product. Marketers understand and create a platform for consumers to share their information and knowledge. However, some consumers would not understand and accept eWOM.
Thus, this study aims to verify social factors, personal attributes, and cultural factors that can affect use and acceptance of eWOM.
B. Lists down research objectives.
1. Investigates social factors, personal attributes, and cultural factors that can affect use and acceptance of eWOM.
2. To examine the cultural effects of gender that can affect the use and acceptance of eWOM in making purchasing decisions.
C. Present research model.
Research model of this study is The Elaboration Likelihood Model (ELM). ELS states that people are more likely to process messages when they are willing and motivated to consider persuasive information. The dependent variables that had been included in the study are customer expertise, involvement, rapport and purchasing decisions while the independent variable is gender. In the ELS, customer expertise provides individuals capability to process information while involvement provides individuals motivation to process information. Customer expertise seldom refers to outside opinion as they are more confident with their purchasing decisions. Consumers with higher involvement refer more to outside opinion as they have motivation and willing to understand products more. Rapport is an affective bond that will affect interpersonal communication and customer trust. Acceptance of eMOW is depending on the social norms or opinions in internet. Individuals would have more confidence to use eWOM to make their purchasing decisions when they accept the reviews that is valid in internet. The independent variable which is gender would affect communication.
The above research design would allow the researchers to examine the cultural effects of gender that can affect the use and acceptance of eWOM in making purchasing decisions.
D. Explains data collection method.
This study used quantitative method, covering variables mentioned in section C. This study conducted two research experiments which both used online surveys. The first survey consists of 50 respondents, who were then surveyed to determine the product of which they used eWOM to make purchasing decisions. The sample size of second survey is 117 respondents, 42 males and 74 females. The purpose of conducting second survey is to collect information concerning their eWOM experiences.
E. Explains research findings & acknowledges limitations of the research.
Research findings:
a) The study result showed that different gender customers have different e-commerce shopping behavior.
b) The gender differences affect how they aware of eWOM credibility, use and acceptance of eWOM and purchasing decisions.
c) Expanded models were created for male and female customers. This study result showed that involvement had the greatest effect on male customers on perceived eWOM credibility; while female customers had major effect on expertise, involvement and rapper on perceived eWOM credibility.
d) The study result also found out that eWOM acceptance affect both male and female customers intent to purchase.
Limitation of study:
a) This study used online survey as research tool to collect model date. Thus, the respondents were tend to self-selection bias. Self-selection would be considered less valid as it did not provide strong evidence on gender differences that affect on eWOM credibility, eWOM acceptance, and intent to purchase.
b) The research only focused on one type of product which is iPhone. More studies on other type of products are needed in the future.
F. Explains how the marketing implications are related to consumer behavior
a) Psychographic variables are more significant in explaining genders’ purchasing decisions as studying consumer behavior need to find out consumer activities, interests and opinion which can help to create the best tools to connect with consumers.
b) Genders’ purchasing decisions can also measure by demographic variables as the study found out that different gender customers have different e-commerce shopping behavior. This can relate to demographic difference between genders.
c) Businesses should be convinced that consumers behavioral and experiences would affect the social communities. Thus, it is important for how to attract and support consumers.
d) Businesses should link consumers purchasing behavioral in purchasing decisions as consumers invest their money on product sales.
e) Companies should provide more information and knowledge about their products in order to balance the actual product information and consumer reviews.
G. Recommends marketing strategies that can be formulated based on the study findings.
a) Marketers can use online customer reviews as product recommendations as female customers are more likely to get the opinions and use it in making purchasing decisions. This is because eWOM has greater effects on females as females are more likely depend on reviews during their making purchasing decisions.
b) Marketers should link their businesses together with consumer benefit in order to persuade and change consumers’ purchasing behavior.
c) Marketers should pay more attention on the online customer reviews as consumers may be influenced by the reviews during their purchasing decisions.
d) Marketers can develop online communities for consumers to share their experiences about the products as consumers tend to accept product information and reviews from internet.
A. Explains research rationale.
As internet and e-commerce has been heavily used, Electronic word of mouth (eWOM) has rapindly become one of the most influential and popular tools of communication. Today, eWOM has been considered as reliable tool as it can help consumers to make purchasing decisions. (Fan, 2013) The main purpose consumers selected eWOM as platform to making purchasing decisions is they can make better buying choice and decision without wasting their extra time. Consumers now are more rely on internet in order to find the information they want about the product. Marketers understand and create a platform for consumers to share their information and knowledge. However, some consumers would not understand and accept eWOM.
Thus, this study aims to verify social factors, personal attributes, and cultural factors that can affect use and acceptance of eWOM.
B. Lists down research objectives.
1. Investigates social factors, personal attributes, and cultural factors that can affect use and acceptance of eWOM.
2. To examine the cultural effects of gender that can affect the use and acceptance of eWOM in making purchasing decisions.
C. Present research model.
Research model of this study is The Elaboration Likelihood Model (ELM). ELS states that people are more likely to process messages when they are willing and motivated to consider persuasive information. The dependent variables that had been included in the study are customer expertise, involvement, rapport and purchasing decisions while the independent variable is gender. In the ELS, customer expertise provides individuals capability to process information while involvement provides individuals motivation to process information. Customer expertise seldom refers to outside opinion as they are more confident with their purchasing decisions. Consumers with higher involvement refer more to outside opinion as they have motivation and willing to understand products more. Rapport is an affective bond that will affect interpersonal communication and customer trust. Acceptance of eMOW is depending on the social norms or opinions in internet. Individuals would have more confidence to use eWOM to make their purchasing decisions when they accept the reviews that is valid in internet. The independent variable which is gender would affect communication.
The above research design would allow the researchers to examine the cultural effects of gender that can affect the use and acceptance of eWOM in making purchasing decisions.
D. Explains data collection method.
This study used quantitative method, covering variables mentioned in section C. This study conducted two research experiments which both used online surveys. The first survey consists of 50 respondents, who were then surveyed to determine the product of which they used eWOM to make purchasing decisions. The sample size of second survey is 117 respondents, 42 males and 74 females. The purpose of conducting second survey is to collect information concerning their eWOM experiences.
E. Explains research findings & acknowledges limitations of the research.
Research findings:
a) The study result showed that different gender customers have different e-commerce shopping behavior.
b) The gender differences affect how they aware of eWOM credibility, use and acceptance of eWOM and purchasing decisions.
c) Expanded models were created for male and female customers. This study result showed that involvement had the greatest effect on male customers on perceived eWOM credibility; while female customers had major effect on expertise, involvement and rapper on perceived eWOM credibility.
d) The study result also found out that eWOM acceptance affect both male and female customers intent to purchase.
Limitation of study:
a) This study used online survey as research tool to collect model date. Thus, the respondents were tend to self-selection bias. Self-selection would be considered less valid as it did not provide strong evidence on gender differences that affect on eWOM credibility, eWOM acceptance, and intent to purchase.
b) The research only focused on one type of product which is iPhone. More studies on other type of products are needed in the future.
F. Explains how the marketing implications are related to consumer behavior
a) Psychographic variables are more significant in explaining genders’ purchasing decisions as studying consumer behavior need to find out consumer activities, interests and opinion which can help to create the best tools to connect with consumers.
b) Genders’ purchasing decisions can also measure by demographic variables as the study found out that different gender customers have different e-commerce shopping behavior. This can relate to demographic difference between genders.
c) Businesses should be convinced that consumers behavioral and experiences would affect the social communities. Thus, it is important for how to attract and support consumers.
d) Businesses should link consumers purchasing behavioral in purchasing decisions as consumers invest their money on product sales.
e) Companies should provide more information and knowledge about their products in order to balance the actual product information and consumer reviews.
G. Recommends marketing strategies that can be formulated based on the study findings.
a) Marketers can use online customer reviews as product recommendations as female customers are more likely to get the opinions and use it in making purchasing decisions. This is because eWOM has greater effects on females as females are more likely depend on reviews during their making purchasing decisions.
b) Marketers should link their businesses together with consumer benefit in order to persuade and change consumers’ purchasing behavior.
c) Marketers should pay more attention on the online customer reviews as consumers may be influenced by the reviews during their purchasing decisions.
d) Marketers can develop online communities for consumers to share their experiences about the products as consumers tend to accept product information and reviews from internet.
A. Explains research rationale.
As internet and e-commerce has been heavily used, Electronic word of mouth (eWOM) has rapindly become one of the most influential and popular tools of communication. Today, eWOM has been considered as reliable tool as it can help consumers to make purchasing decisions. (Fan, 2013) The main purpose consumers selected eWOM as platform to making purchasing decisions is they can make better buying choice and decision without wasting their extra time. Consumers now are more rely on internet in order to find the information they want about the product. Marketers understand and create a platform for consumers to share their information and knowledge. However, some consumers would not understand and accept eWOM.
Thus, this study aims to verify social factors, personal attributes, and cultural factors that can affect use and acceptance of eWOM.
B. Lists down research objectives.
1. Investigates social factors, personal attributes, and cultural factors that can affect use and acceptance of eWOM.
2. To examine the cultural effects of gender that can affect the use and acceptance of eWOM in making purchasing decisions.
C. Present research model.
Research model of this study is The Elaboration Likelihood Model (ELM). ELS states that people are more likely to process messages when they are willing and motivated to consider persuasive information. The dependent variables that had been included in the study are customer expertise, involvement, rapport and purchasing decisions while the independent variable is gender. In the ELS, customer expertise provides individuals capability to process information while involvement provides individuals motivation to process information. Customer expertise seldom refers to outside opinion as they are more confident with their purchasing decisions. Consumers with higher involvement refer more to outside opinion as they have motivation and willing to understand products more. Rapport is an affective bond that will affect interpersonal communication and customer trust. Acceptance of eMOW is depending on the social norms or opinions in internet. Individuals would have more confidence to use eWOM to make their purchasing decisions when they accept the reviews that is valid in internet. The independent variable which is gender would affect communication.
The above research design would allow the researchers to examine the cultural effects of gender that can affect the use and acceptance of eWOM in making purchasing decisions.
D. Explains data collection method.
This study used quantitative method, covering variables mentioned in section C. This study conducted two research experiments which both used online surveys. The first survey consists of 50 respondents, who were then surveyed to determine the product of which they used eWOM to make purchasing decisions. The sample size of second survey is 117 respondents, 42 males and 74 females. The purpose of conducting second survey is to collect information concerning their eWOM experiences.
E. Explains research findings & acknowledges limitations of the research.
Research findings:
a) The study result showed that different gender customers have different e-commerce shopping behavior.
b) The gender differences affect how they aware of eWOM credibility, use and acceptance of eWOM and purchasing decisions.
c) Expanded models were created for male and female customers. This study result showed that involvement had the greatest effect on male customers on perceived eWOM credibility; while female customers had major effect on expertise, involvement and rapper on perceived eWOM credibility.
d) The study result also found out that eWOM acceptance affect both male and female customers intent to purchase.
Limitation of study:
a) This study used online survey as research tool to collect model date. Thus, the respondents were tend to self-selection bias. Self-selection would be considered less valid as it did not provide strong evidence on gender differences that affect on eWOM credibility, eWOM acceptance, and intent to purchase.
b) The research only focused on one type of product which is iPhone. More studies on other type of products are needed in the future.
F. Explains how the marketing implications are related to consumer behavior
a) Psychographic variables are more significant in explaining genders’ purchasing decisions as studying consumer behavior need to find out consumer activities, interests and opinion which can help to create the best tools to connect with consumers.
b) Genders’ purchasing decisions can also measure by demographic variables as the study found out that different gender customers have different e-commerce shopping behavior. This can relate to demographic difference between genders.
c) Businesses should be convinced that consumers behavioral and experiences would affect the social communities. Thus, it is important for how to attract and support consumers.
d) Businesses should link consumers purchasing behavioral in purchasing decisions as consumers invest their money on product sales.
e) Companies should provide more information and knowledge about their products in order to balance the actual product information and consumer reviews.
G. Recommends marketing strategies that can be formulated based on the study findings.
a) Marketers can use online customer reviews as product recommendations as female customers are more likely to get the opinions and use it in making purchasing decisions. This is because eWOM has greater effects on females as females are more likely depend on reviews during their making purchasing decisions.
b) Marketers should link their businesses together with consumer benefit in order to persuade and change consumers’ purchasing behavior.
c) Marketers should pay more attention on the online customer reviews as consumers may be influenced by the reviews during their purchasing decisions.
d) Marketers can develop online communities for consumers to share their experiences about the products as consumers tend to accept product information and reviews from internet.

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