The Effect of Airline Online Word Of Mouth Information Characteristics on Purchase Intention: Moderating Effect of Self-Monitoring

2018 ◽  
Vol 33 (3) ◽  
pp. 231-248
Author(s):  
Yuna Jeon ◽  
HyungRyong Lee
Keyword(s):  
Purchase Intention ◽  
Word Of Mouth ◽  
Moderating Effect ◽  
Self Monitoring ◽  
Online Word Of Mouth ◽  
Information Characteristics

The Influence of Reviewer and Consumer Congruence in Online Word-of-Mouth Transactions

2021 ◽  
Vol 19 (3) ◽  
pp. 1-15
Author(s):  
Christopher P. Furner ◽  
Tom E. Yoon ◽  
Robert Zinko ◽  
Samuel H. Goh
Keyword(s):  
Socioeconomic Status ◽  
Purchase Intention ◽  
Word Of Mouth ◽  
Uncertainty Avoidance ◽  
Easy Access ◽  
Online Review ◽  
Product Reviews ◽  
Online Word Of Mouth ◽  
Simulation Based ◽  
New Type

Online review platforms compete to attract and retain consumers and facilitate purchases. They invest in sophisticated algorithms that prioritize the order in which product reviews are presented, seeking to provide consumers with easy access to useful information about the ability of a product to meet a need. These algorithms collect and use review and consumer characteristics to provide different consumers with different sets of reviews, seeking to increase purchase intention and reduce returns. This study proposes a new type of factor: the congruence between the consumer and the reviewer. The authors develop a simulation-based experiment in which 281 subjects are categorized based on their travel style and socioeconomic status, then read two reviews: one that appears to be written by someone similar to them and one that appears written by someone different from them. Findings demonstrate relationships between purchase intention and both of the congruence variables, as well as disposition to trust and an interaction between uncertainty avoidance and socioeconomic status.

Satisfaction with service recovery: moderating effect of age in word-of-mouth

2015 ◽  
Vol 32 (6) ◽  
pp. 470-484 ◽  
Author(s):  
Beatriz Moliner-Velázquez ◽  
María-Eugenia Ruiz-Molina ◽  
Teresa Fayos-Gardó
Keyword(s):  
Word Of Mouth ◽  
Causal Attributions ◽  
Service Recovery ◽  
Moderating Effect ◽  
Direct Effects ◽  
Content Type ◽  
Multigroup Analysis ◽  
Online Word Of Mouth ◽  
The Relationship ◽  
Effect Of Age

Purpose – The purpose of this paper is, first, to analyze the direct effects of the relationship chain “causal attributions and recovery efforts → satisfaction with service recovery → conventional and online word-of-mouth intentions” and, second, to study the moderating role of age in the relationship between satisfaction and subsequent word-of-mouth. Consumer assessment and behavior associated with service recovery is a topic of considerable interest for both academics and practitioners. Design/methodology/approach – From an empirical perspective, this paper uses a sample of 336 individuals who experienced service failure at a retail store to estimate a structural equation model. Additionally, a multigroup analysis allows testing the existence of a moderating effect of age on the hypothesized relations. Findings – Results allow to confirm the direct effects of causal attributions and recovery efforts on satisfaction with service recovery, and the impact of the latter, in turn, on conventional and online word-of-mouth intentions. Furthermore, the multigroup analysis reveals that age moderates the relationship between satisfaction and online word-of-mouth. Practical implications – In service recovery situations, retailers should concentrate their efforts at providing evidence of the failure as temporary and inevitable as well as offering material or economic compensation. Originality/value – This paper contributes to the identification of the most relevant variables influencing customer satisfaction with service recovery in a retail context. In addition to this, these results provide support to the importance of age on online word-of-mouth behavior.

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