scholarly journals Persuasion Processes in Consumer Intent to Read Online Product Reviews: A Study Based on the Elaboration Likelihood Model

2014 ◽  
Vol 12 (10) ◽  
pp. 4026-4037
Author(s):  
Shu-Hui Chuang ◽  
Meng-Lin Shih
Keyword(s):  
Prior Knowledge ◽  
Online Reviews ◽  
Elaboration Likelihood Model ◽  
Consumer Involvement ◽  
The Other ◽  
Elaboration Likelihood ◽  
Product Reviews ◽  
High Quality ◽  
Online Product Reviews ◽  
Likelihood Model

Studies have shown that many prospective consumers have the intention of reading online reviews of a product before purchasing that product online. How this intention arises, however, has not been extensively investigated. The study described here used the elaboration likelihood model (ELM) to examine the central and peripheral persuasion processes involved in shaping consumers’ intent to read online product reviews. These two processes were operationalized by respectively using perceived review quality and perceived review consistency as constructs in a model of persuasion to read online reviews. The findings of the study suggest that consumers’ intent to read online product reviews is shaped by their perception of such reviews as being either of high quality or as consistent with their prior knowledge about the product being reviewed. For an individual consumer, the persuasiveness of one of these processes over the other depends on the two respective moderators of consumer involvement and consumer expertise. 

The Persuasiveness of Electronic Word of Mouth on Attitudes and Behaviors: An Elaboration-Likelihood-Model Perspective

2014 ◽  
Vol 7 (3) ◽  
pp. 377-398 ◽  
Author(s):  
Megan B. Shreffler
Keyword(s):  
Word Of Mouth ◽  
Online Reviews ◽  
Elaboration Likelihood Model ◽  
Elaboration Likelihood ◽  
Electronic Word Of Mouth ◽  
High Quality ◽  
Attitudes And Behaviors ◽  
Likelihood Model ◽  
And Behaviors ◽  
The Impact

The Internet has become a competitive platform from which organizations can market their services and consumers can garner information through electronic word of mouth (eWOM). While eWOM has been examined in many different contexts, little research has been done on the impact of eWOM in a sport setting. This study examined the persuasiveness of eWOM on the attitudes and behaviors of consumers through online reviews of the Chicago Bears Bar, a hypothetical brand extension of the Chicago Bears. Through an online experiment with the elaboration likelihood model providing a theoretical framework, 2 major findings emerged from this research. First, it was found that the attitudes of highly identified fans are influenced by high-quality reviews. Second, the behaviors of highly identified fans were significantly influenced by high-quality reviews. Both findings suggest that highly identified fans prefer to align with messages that are refective of their attitudes toward a brand and its extensions. The results of the study provide significant theoretical and managerial implications.

scholarly journals PENGARUH DIMENSI ELECTRONIC WORD OF MOUTH PADA APLIKASI MOBILE ZOMATO TERHADAP MINAT PEMBELIAN DI WILAYAH JABODETABEK DENGAN PENDEKATAN ELABORATION LIKELIHOOD MODEL

2016 ◽  
Vol 2 (2) ◽  
Author(s):  
Wayan Weda Asmara Dewi ◽  
Dian Tamitiadini ◽  
Bimo Gondokusumo
Keyword(s):  
Purchase Intention ◽  
Word Of Mouth ◽  
Value Added ◽  
Online Reviews ◽  
Elaboration Likelihood Model ◽  
Elaboration Likelihood ◽  
Electronic Word Of Mouth ◽  
Information Quantity ◽  
Information Relevance ◽  
Likelihood Model

<p>ABSTRACT<br />Electronic Word Of Mouth (EWOM) is a new form of WOM since the distribution of product information or service via internet. This study focuses on online reviews about an eatery named Zomato. This study is aimed to investigate the effect of EWOM, in this case is online reviews on Zomato to the purchase intention in JABODETABEK area. Literature review of Elaboration Likelihood Model will be used in this study. In this study, both routes of Elaboration Likelihood Model are used to analyze Electronic Word Of Mouth dimension that is divided into central route and peripheral route. The independent variables on central route are information timeliness (X1), information relevance (X2), information accuracy (X3), and value added information (X4). The variables in peripheral route are information quantity (X5) and product ranking (X6). Dependent variable is the purchase intention (Y). The research method is explanative quantitative by using data collection technique via online questionnaire and use linear regression data collection technique. The most dominant and affecting variables in Electronic Word Of Mouth dimension to the purchase intention in jabodetabek area are product ranking (X6), information relevance (X2), value added information (X4), information quantity (X5), and information accuracy (X3), while information timeliness (X1) has no significant effect. Nevertheless, based on the hypothesis test, it is simultaneously that all Electronic Word Of Mouth dimension on independent variables affect to the purchase intention in Zomato in jabodetabek area.<br />Keywords: elaboration likelihood model, electronic word of mouth, online reviews, Zomato, purchase intention.<br />ABSTRAK<br />Electronic Word Of Mouth (EWOM) merupakan bentuk baru dari WOM karena penyebaran informasi produk atau jasa melalui interrnet. Penelitian ini bertujuan untuk melihat pengaruh dari EWOM dalam hal ini online reviews yang terdapat pada Zomato terhadap minat pembelian di Wilayah jabodetabek. Kajian teori Elaboration Likelihood Model yang akan digunakan dalam penelitian ini. Pada penelitian ini kedua rute Elaboration Likelihood Model digunakan untuk menganalis Electronic Word Of Mouth. Variabel terdiri dari dimensi Electronic Word Of Mouth dibagi kedalam rute sentral dan rute perferal. Variabel independen pada rute sentral terdiri dari information timeliness (X1), information relevance (X2), information accuracy (X3), dan value added information (X4). Sedangkan variabel pada rute periferal information quantity (X5) dan product ranking (X6). Variabel dependen adalah minat pembelian (Y). Jenis penelitian yang digunakan adalah eksplanatif kuantitatif dengan teknik pengumpulan data melalui kuesioner online dan menggunakan teknik analisis data regresi linier berganda. Dimensi Electronic Word Of Mouth yang paling dominan dan berpengaruh pada Zomato terhadap minat pembelian di Wilayah JABODETABEK adalah product ranking (X6), information relevance (X2), value added information (X4), information quantity (X5), dan information accuracy (X3) sedangkan information timeliness (X1) tidak memiliki pengaruh yang signifikan. dan pada variabel indepeden memiliki pengaruh pada Zomato terhadap minat pembelian di Wilayah jabodetabek.<br />Kata Kunci: elaboration likelihood model, electronic word of mouth, , online reviews, zomato, minat pembeli.</p>

EVALUATION OF DYNAMIC CHANGES OF CONSUMERS' ONLINE REVIEWS FROM THE ELABORATION LIKELIHOOD MODEL METHOD

2021 ◽  
Vol 65 (04) ◽  
pp. 17-23
Author(s):  
Kai Yang ◽  
◽  
Mahammad Malikov ◽  
Keyword(s):  
Source Credibility ◽  
Probability Model ◽  
Online Reviews ◽  
Elaboration Likelihood Model ◽  
Elaboration Likelihood ◽  
Dynamic Changes ◽  
Model Method ◽  
Likelihood Model ◽  
Research Findings ◽  
Elaboration Process

One of the essential models that explain the concept of persuasion is the Elaboration Probability Model, which argues that there are two processes in the persuasion process, namely central and environmental persuasion. İt is thought that the article, including a detailed explanation of the model and information about the model, filled a gap in this regard. The research findings show that the model is mainly used in marketing and advertising studies. In terms of the level of affecting the probability of elaboration, the feature subject to the most significant number of studies is interesting. It was revealed that the factors involved in the elaboration process and whose effect has been handled the most in the number of studies are the power of assertion and the source credibility. The review provides valuable information in terms of allowing the model's use and the variables in the model to be seen as a holistic example in Amazon. Key words: ELM method, Amazon, main factors, reviews

Consumer skepticism and online reviews: An Elaboration Likelihood Model perspective

2009 ◽  
Vol 37 (1) ◽  
pp. 137-143 ◽  
Author(s):  
Peter J. Sher ◽  
Sheng-Hsien Lee
Keyword(s):  
Online Reviews ◽  
Elaboration Likelihood Model ◽  
Research Literature ◽  
Situational Factors ◽  
Personality Factor ◽  
Elaboration Likelihood ◽  
Consumer Skepticism ◽  
Online Consumers ◽  
Likelihood Model ◽  
Types Of Information

Online consumers vary in their tendency to believe or disbelieve online reviews. Based on an Elaboration Likelihood Model (ELM; Petty & Cacioppo, 1981, 1986), the present study tested the effects of consumer skepticism on online consumers. A total of 278 undergraduates expressed their attitudes about a product in an online experiment. Two findings emerged from the results. First, highly skeptical consumers tend to base their attitudes on intrinsic beliefs instead of situational factors; that is, they are biased against certain types of information and indifferent to the message quality. Second, consumers with low skepticism tend to adopt the peripheral route in forming attitude; that is, they are more persuaded by review quantity. These findings contribute to the ELM research literature by considering a potentially important personality factor in the ELM framework. Managerial implications are suggested.

How user personality and information characteristics influence the creative information quality on open innovation platforms: an elaboration likelihood model

Kybernetes ◽  
2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Lixin Zhou ◽  
Zhenyu Zhang ◽  
Laijun Zhao ◽  
Pingle Yang
Keyword(s):  
Open Innovation ◽  
Elaboration Likelihood Model ◽  
Elaboration Likelihood ◽  
Quality Information ◽  
High Quality ◽  
Content Type ◽  
Likelihood Model ◽  
High Quality Information ◽  
Information Characteristics

PurposeLarge volumes of users' creative information have rapidly become vital resources in the open innovation platforms, so it is crucial to identify high-quality information from massive creative information. However, the existing literature on the quality of creative information only focuses on the information characteristics or publishers' features.Design/methodology/approachIn this paper, the authors used the elaboration likelihood model to examine the joint effect of central route factors (information characteristics: timeliness, readability and sentiment) and peripheral route factors (source characteristics: personality traits, past successful experiences and social network location) on the quality of creative information. Furthermore, the author explored the moderating roles of companies' support between central and peripheral route factors on the quality of creative information. Finally, binary logistic regression was adopted to test the research hypotheses on the empirical data from Salesforce.FindingsThe results indicated that users with high extroversion, conscientiousness, social centrality and prior success rate tended to propose high-quality information. Meanwhile, information timeliness, readability and sentiment also negatively influence the quality of creative information.Originality/valueDifferent from previous studies, the study findings not only provide insights on identifying the quality of creative information from an information perspective, but also promotes the awareness of the intrinsic personality traits of information users and innovative support efforts by platforms and their managers.

scholarly journals APPLYING THE ELABORATION LIKELIHOOD MODEL TO ANALYZE THE EFFECTS OF DEPRESSION PUBLIC SERVICE ANNOUNCEMENTS AMONG MALAYSIAN COLLEGE STUDENTS

2021 ◽  
Vol 4 (17) ◽  
pp. 54-73
Author(s):  
Fan Jin Yu ◽  
Norliana Hashim
Keyword(s):  
College Students ◽  
Public Service ◽  
Public Awareness ◽  
Elaboration Likelihood Model ◽  
Dual Process ◽  
Cluster Sampling ◽  
Elaboration Likelihood ◽  
Public Service Announcement ◽  
High Quality ◽  
Likelihood Model

As depression became an increasing contributor to the global disease burden, there is a demand for the public to understand depression disorder and reduce stigmatized attitudes about it. Especially, the prevalence of depression among college students is extremely higher than the general population; thus, it is essential to study among college students. Specifically, the utilizing of the health Public Service Announcement (PSA) is aiming to raise public awareness about health issues. Thus, this study emphasized on Depression Public Service Announcement and its effectiveness. By utilizing the Elaboration Likelihood Model (ELM), this study examined the consequences of the dual-process method towards stigmatized attitude changes about depression among students at a Malaysian public university. Cluster sampling technique was used to select respondents and a total of 185 respondents participated in two groups of experiments. Respondents in each group were exposed to two different D-PSAs with either high-quality depression messages or low-quality depression messages. Attributional Questionnaire (AQ) was adapted to measure respondents’ attitudes toward depression, and a set of questionnaires based on Reynolds’s study was applied to evaluate the information processing approach used. Lastly, the results demonstrated that D-PSA with a high-quality message elicits higher elaboration of respondents and less stigmatized attitudes. Conversely, D-PSA with low-quality messages elicits lower elaboration and more stigmatized attitudes about depression.

scholarly journals Aplikasi Elaboration Likelihood Model Theory dalam Iklan Calon Gubernur 2018 terhadap Perilaku Memilih

2019 ◽  
Vol 6 (2) ◽  
pp. 101
Author(s):  
Fitri Norhabiba
Keyword(s):  
Critical Thinking ◽  
Model Theory ◽  
Elaboration Likelihood Model ◽  
The Other ◽  
Elaboration Likelihood ◽  
Other Hand ◽  
Likelihood Model ◽  
Central Route ◽  
Conceptual Study

The election of the head of the region would be held by government. It brought its own benefits to the campaign team. It was easy to find even before the pairing, the candidates who would forward to show his face in a billboard or banner on the sidewalk. Their poses for religious festivities or bright invokes blessings. They described in doing many positive activities to attract people's sympathy. Many governor candidates used outdoor media to advertise them in the governor election last June. Generally they showed self-advertising positively, memorable, and interesting. There were characteristics that highlighted. So, prospective voters would remember and did not hesitate to vote. This was the usual way of using elaboration likelihood theory either on peripheral routes or central routes. The central route involved critical thinking that peripheral routes did not do that. This theory was also associated with the behavior of people’s vote. The results of this conceptual study showed the finding that visible things are visually capable of capturing unselected voters with peripheral routes. In the other hand, voters who used the central route were given a lot of informative information to reinforce belief.

scholarly journals Parody Iklan, Meningkatkan Brand Awaraness melalui Olokan

2017 ◽  
Vol 5 (1) ◽  
pp. 16
Author(s):  
Aulia Suminar Ayu
Keyword(s):  
Social Media ◽  
Real World ◽  
Herbal Product ◽  
Elaboration Likelihood Model ◽  
The Other ◽  
Elaboration Likelihood ◽  
Audience Reception ◽  
Effect Model ◽  
Likelihood Model

Abstract Usually, parody were used to show how audience dislike or resistance with certain texts. Recently, parody about the standarized herbal product , “Mastin” were circulating around social media world. This phenomenon starts from Mastin parody video on youtube. Repetitive use of Mastin' TVC lyrics, “kabar gembira untuk kita semua” was becoming new joke trend and slang on cyber and real world. On the other side, that was insulting and making people bored of that kind of joke. Either do Mastin, along with this trend, Mastin changes their TVC Jingle chord (until) three times in order to make audience didn't get drown on boredom. This text would be explained by reception analysis as methodology with Elaboration Likelihood Modes and Hirearchy of Effect Model as theoritical background. Subject of this research are people who reviewing Mastin on their webblog, and Mastin user that researcher met on real world.  This study aimed to understand how audiences interpret Mastin related with this parody. Keyword: Parody, Mastin, Audience Reception Analysis, Elaboration Likelihood Model, Hirearchy of Effect Model

Sign in / Sign up

Export Citation Format

Share Document