Impact of Electronic Word-of-Mouth to Consumer Adoption Process in the Online Discussion Forum: A Simulation Study
Web-based technologies have created numerous
opportunities for electronic word-of-mouth (eWOM) communication.
There are many factors that affect customer adoption and decisionmaking
process. However, only a few researches focus on some
factors such as the membership time of forum and propensity to trust.
Using a discrete-time event simulation to simulate a diffusion model
along with a consumer decision model, the study shows the effect of
each factor on adoption of opinions on on-line discussion forum. The
purpose of this study is to examine the effect of factor affecting
information adoption and decision making process. The model is
constructed to test quantitative aspects of each factor. The simulation
study shows the membership time and the propensity to trust has an
effect on information adoption and purchasing decision. The result of
simulation shows that the longer the membership time in the
communities and the higher propensity to trust could lead to the
higher demand rates because consumers find it easier and faster to
trust the person in the community and then adopt the eWOM. Other
implications for both researchers and practitioners are provided.
[1] "DoubleClick Consumer Holiday Shopping Survey Finds the Internet
Continues to Gain Share of Holiday Spending," The Free Library. 2004.
Retrieved March 30, 2010
from http://www.thefreelibrary.com/DoubleClick Consumer Holiday
Shopping Survey Finds the Internet...-a0132601538
[2] Lazarfeld Katz , Personal Influence. Free Press. 1955.
[3] J. Arndt, "Role of product-related conversations in the diffusion of a
new product". Journal of Marketing Research, vol. 4, pp. 291-295,
1967.
[4] J.E. Engel, R.D. Blackwell, R. J. Kegerreis, "How information is used to
adopt an innovation," Journal of Advertising Research, vol. 9, 3-8. 1969.
[5] M.L. Richins, "Negative word-of-mouth by dissatisfied consumers: a
pilot study," Journal of Marketing, vol. 47, pp. 68-78. 1983.
[6] M.L. Richins, T. Root-Shaffer, "The role of involvement and opinion
leadership in consumer word-of-mouth: an implicit model made
explicit," Advances in Consumer Research, vol. 15, pp. 32-36. 1988.
[7] Thorsten Hennig-Thurau, Kevin P. Gwinner, Gianfranco Walsh, and
Dwayne D. Gremler, "Electronic Word-Of-Mouth Via Consumer-
Opinion Platforms: What Motivates Consumers to Articulate
Themselves on the Internet?," Journal of Interactive Marketing, vol. 18,
pp. 38-52, 2004.
[8] C.M.K. Cheung, M.K.O. Lee, "Information adoption in an online
discussion forum," Proceedings of the International Joint Conference on
e-Business and Telecommunications, Barcelona, Spain, pp. 28-31 July,
2007.
[9] Nan Hu, Ling Liu, and Jennifer Zhang, "Do online Reviews Affect
Product Sales? The Role of Reviewer Characteristics and Temporal
Effects," Information Technology and Management, vol. 9, 2008
[10] E.M. Rogers, Diffusion of Innovations. The Free Press, New York. 1964.
[11] M. Kramer, Organizational Trust, pp. 82-108, 2006
[12] Xinxin Li, "Strategic Implications of Online Word of Mouth,"
unpublished doctoral dissertation, University of Pennsylvania. 2005.
[13] E M. Bass, "A new product growth for model consumer durables,"
Management Science. vol. 15, no. 5, pp. 215-227. 1969
[1] "DoubleClick Consumer Holiday Shopping Survey Finds the Internet
Continues to Gain Share of Holiday Spending," The Free Library. 2004.
Retrieved March 30, 2010
from http://www.thefreelibrary.com/DoubleClick Consumer Holiday
Shopping Survey Finds the Internet...-a0132601538
[2] Lazarfeld Katz , Personal Influence. Free Press. 1955.
[3] J. Arndt, "Role of product-related conversations in the diffusion of a
new product". Journal of Marketing Research, vol. 4, pp. 291-295,
1967.
[4] J.E. Engel, R.D. Blackwell, R. J. Kegerreis, "How information is used to
adopt an innovation," Journal of Advertising Research, vol. 9, 3-8. 1969.
[5] M.L. Richins, "Negative word-of-mouth by dissatisfied consumers: a
pilot study," Journal of Marketing, vol. 47, pp. 68-78. 1983.
[6] M.L. Richins, T. Root-Shaffer, "The role of involvement and opinion
leadership in consumer word-of-mouth: an implicit model made
explicit," Advances in Consumer Research, vol. 15, pp. 32-36. 1988.
[7] Thorsten Hennig-Thurau, Kevin P. Gwinner, Gianfranco Walsh, and
Dwayne D. Gremler, "Electronic Word-Of-Mouth Via Consumer-
Opinion Platforms: What Motivates Consumers to Articulate
Themselves on the Internet?," Journal of Interactive Marketing, vol. 18,
pp. 38-52, 2004.
[8] C.M.K. Cheung, M.K.O. Lee, "Information adoption in an online
discussion forum," Proceedings of the International Joint Conference on
e-Business and Telecommunications, Barcelona, Spain, pp. 28-31 July,
2007.
[9] Nan Hu, Ling Liu, and Jennifer Zhang, "Do online Reviews Affect
Product Sales? The Role of Reviewer Characteristics and Temporal
Effects," Information Technology and Management, vol. 9, 2008
[10] E.M. Rogers, Diffusion of Innovations. The Free Press, New York. 1964.
[11] M. Kramer, Organizational Trust, pp. 82-108, 2006
[12] Xinxin Li, "Strategic Implications of Online Word of Mouth,"
unpublished doctoral dissertation, University of Pennsylvania. 2005.
[13] E M. Bass, "A new product growth for model consumer durables,"
Management Science. vol. 15, no. 5, pp. 215-227. 1969
@article{"International Journal of Business, Human and Social Sciences:56148", author = "Aussadavut Dumrongsiri", title = "Impact of Electronic Word-of-Mouth to Consumer Adoption Process in the Online Discussion Forum: A Simulation Study", abstract = "Web-based technologies have created numerous
opportunities for electronic word-of-mouth (eWOM) communication.
There are many factors that affect customer adoption and decisionmaking
process. However, only a few researches focus on some
factors such as the membership time of forum and propensity to trust.
Using a discrete-time event simulation to simulate a diffusion model
along with a consumer decision model, the study shows the effect of
each factor on adoption of opinions on on-line discussion forum. The
purpose of this study is to examine the effect of factor affecting
information adoption and decision making process. The model is
constructed to test quantitative aspects of each factor. The simulation
study shows the membership time and the propensity to trust has an
effect on information adoption and purchasing decision. The result of
simulation shows that the longer the membership time in the
communities and the higher propensity to trust could lead to the
higher demand rates because consumers find it easier and faster to
trust the person in the community and then adopt the eWOM. Other
implications for both researchers and practitioners are provided.", keywords = "word of mouth, simulation, consumer behavior, ebusiness,marketing, diffusion process.", volume = "4", number = "5", pages = "529-10", }