How Digital Word-of-Mouth Affects Consumer Decision Making: Evidence from Doctor Appointment Booking

2020 ◽  
Author(s):  
Aishwarya Deep Shukla ◽  
Guodong (Gordon) Gao ◽  
Ritu Agarwal
Keyword(s):  
Decision Making ◽  
Word Of Mouth ◽  
Three Dimensions ◽  
Consumer Decision Making ◽  
Consumer Decision ◽  
Consideration Set ◽  
Clickstream Data ◽  
Set Size ◽  
Online Word Of Mouth ◽  
Decision Making Processes

We use detailed clickstream data on online word-of-mouth (WOM) to uncover mechanisms underlying its influence on consumer decision making. A feature launch on a major doctor appointment booking platform allows us to examine the effects of online WOM on three dimensions of a consumer’s choice process: the consideration set size, the time taken to consider alternatives (web session duration), and the geographic dispersion of the choices considered. Results indicate that the effects of WOM on decision-making processes are not monotonic but rather are contingent on the abundance of WOM (number of rated doctors) in a market. When the abundance of WOM is high, the introduction of WOM makes patients consider fewer doctors, browse for a shorter duration, and focus on doctors that are geographically more proximate. In contrast, when the abundance of WOM is low, the introduction of WOM makes patients consider more doctors, browse for longer duration, and consider doctors that are geographically more dispersed. We also find that WOM can lead to a cannibalization effect: when ratings are published, the highly rated doctors reap the benefits (in the form of increased demand) at the expense of unrated doctors. Our study contributes to the extant literature on online WOM by providing new insights into how WOM influences consumer decision making and by examining this question at a more granular level than prior work. This paper was accepted by Anandhi Bharadwaj, information systems.

The Impact of Digital Word-of-Mouth Communication on Consumer Decision-Making Processes

2018 ◽  
pp. 176-198
Author(s):  
Sabyasachi Dasgupta ◽  
Reema Kothari
Keyword(s):  
Decision Making ◽  
Social Networking ◽  
Social Networking Sites ◽  
Word Of Mouth ◽  
Consumer Decision Making ◽  
Consumer Decision ◽  
Decision Making Processes ◽  
Fashion Apparel ◽  
Word Of Mouth Communication ◽  
The Impact

This chapter throws light on the impact of digital word-of-mouth on consumer decision making process. The background review for this study elaborates on the growing popularity of social networking sites among users and the necessity for a brand to connect to its existing as well as prospective customers via fashion bloggers and not just through brand owned pages and posts or online ads. Users trust and rely on these fashion bloggers and influencers for their day-to-day intake latest trends, upcoming styles, new brands, and new product offerings. The aim of this research is to find out which is most popular online platform for browsing fashion apparel content and to what extent does digital word-of-mouth impact consumer decision making.

Interactivity and Amusement in Electronic Commerce

2005 ◽  
pp. 1607-1611 ◽  
Author(s):  
Yuan Gao
Keyword(s):  
Decision Making ◽  
Electronic Commerce ◽  
Web Sites ◽  
Experimental Studies ◽  
Structural Features ◽  
Consumer Attitude ◽  
Consumer Decision Making ◽  
Consumer Decision ◽  
Decision Making Processes ◽  
Video And Audio

The use of structural features such as text size, font, graphics, color, animation, video and audio has been widely explored in the traditional media. Similar uses of such features have also been found in the online environment (Rodgers & Thorson, 2000). Factors related to consumer’s behavior, attitude, and perceptions regarding Web sites have been examined in academic literature (Chen & Wells, 1999; Coyle & Thorson, 2001; Ducoffe, 1996; Eighmey, 1997; Koufaris, 2002; Koufaris, Kambil, & Labarbera, 2001; Vijayasarathy, 2003). They include the investigation of effects of interactive features on Web site appeal (Ghose & Dou, 1998), and e-store characteristics on site traffic and sales (Lohse & Spiller, 1998). Some experimental studies examined the effects of animation and image maps on perceived telepresence and consumer attitude (e.g., Coyle & Thorson, 2001), and the use of pop-up windows on consumer decision-making processes (Xia & Sudharshan, 2000).

scholarly journals Exploring Consumer Decision-making Processes Regarding the Adoption of Mobile Payments: A Qualitative Study

2017 ◽  
Vol 2 (3) ◽  
pp. 108-115
Author(s):  
Raden Agoeng Bhimasta ◽  
Budi Suprapto
Keyword(s):  
Decision Making ◽  
Qualitative Study ◽  
Jel Classification ◽  
Mobile Payment ◽  
Consumer Decision Making ◽  
Consumer Decision ◽  
Mobile Payments ◽  
Decision Making Processes ◽  
Innovation Diffusion Process ◽  
Financial Technology

Objective - The main objective of this study is to gain deeper understanding on the decision-making process of how and why consumers are adopting mobile payment in Indonesia. Methodology/Technique - The study was a qualitative study that included an experiment to the research design. A total of six young people were voluntarily participated in the study. Our finding provides explanation of salient factors that might drive or hinder the adoption in five different stages of innovation-diffusion process. Findings – Overall, our finding indicated that the attractiveness of rewards was an intriguing factor that greatly influences consumer decision whether to use mobile payment or not. Novelty - The uniqueness of our study lies on the use of innovative approaches to address the mobile payment adoption issues from different perspective than prior literatures. Type of Paper - Empirical Keywords: Consumers' Decision-Making; Financial Technology; Innovation-Decision Process; Mobile Payment Adoption; Technology Adoption. JEL Classification: M15, M31.

scholarly journals The effect of word-of-mouth on consumer emotions and choice: findings from a service industry

2016 ◽  
Vol 8 (3) ◽  
pp. 298-314 ◽  
Author(s):  
Anne Martensen ◽  
Lars Grønholdt
Keyword(s):  
Decision Making ◽  
Conceptual Model ◽  
Word Of Mouth ◽  
Social Norm ◽  
Least Squares Method ◽  
Consumer Decision Making ◽  
Consumer Decision ◽  
Content Type ◽  
The Social ◽  
Consumer Emotions

Purpose The purpose of this paper is to examine how received word-of-mouth (WOM) influences consumer emotions and, in turn, behavioral attitude and intention. Design/methodology/approach A conceptual model is developed by extending the theory of reasoned action framework to include WOM and emotions. The conceptual model is operationalized through a structural equation model, and the model is estimated and tested by using the partial least squares method. A survey among 509 consumers in Denmark forms the empirical basis for the study. Findings The paper finds that positive and negative WOM has an asymmetric influence on emotions, behavioral attitude and intention, i.e. that consumers respond differently to positive and negative WOM. The paper also finds that positive WOM has a larger impact than the social norm on behavioral attitude and intention and that negative WOM has an impact equal to that of the social norm. Furthermore, the study finds that emotions are an important mediator for both WOM and social norm. Research limitations/implications The paper is limited to a large travel agency in Denmark. Practical implications This paper has clear implications in terms of measuring the importance of WOM and emotions in consumer decision-making. It may serve as a useful basis for a practical WOM marketing strategy, which is a critical and increasingly applied element of customer-focused companies’ marketing strategies. Originality/value This paper provides new insights into how WOM works and the interplay between WOM, emotions and social norm in consumer decision-making.

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