Online word of mouth and consumer purchase intentions
Abstract
Previous researchers have explained how offline word of mouth (WOM) influences consumer behaviour. Increasingly, however, consumers are turning to online WOM, especially online forums. In an online context, the research discussed in this article replicates the approaches taken to studying offline WOM. Grounded in social comparison theory, social network analysis and the theory of reasoned action, a mall intercept survey of consumers in Hong Kong showed that both similarity between a user’s interests and a forum’s topic and user attitudes towards the forum strongly predict purchase intentions as well as having an indirect effect through helping determine the forum’s persuasiveness. Theoretical implications are discussed as well as practical implications for marketers and recommendations for further research.
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eWoM is seen as a reliable source of information and therefore has more influence than traditional WoM.
“Because of these merits, eWoM is seen as a reliable source of information [33] and, therefore, it has more influence than the traditional WoM [39].”
From Investigating the Impact of Critical Factors on Continuance Intention towards Cross-Border Shopping Websites (2019) · cites this paper as [39]
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- Authors
- Prendergast, G., Ko, D., & Siu Yin, V. Y.
- Affiliations
- Hong Kong Baptist University (HK)
- Corresponding author
- Prendergast, Gerard
- ORCID
- Prendergast, Gerard
- Venue
- International Journal of Advertising
- Publisher
- Informa UK Limited
- Published
- 2010-01
- Volume
- 29
- Issue
- 5
- Pages
- 687-708
- ISSN
- 0265-0487 (ISSN-L)
- 1759-3948
- OpenAlex
- W2053058317
- Cited by
- 309
- References
- 53
- Citations by year
- 2026: 7 · 2025: 14 · 2024: 26 · 2023: 32 · 2022: 28 · 2021: 31 · 2020: 25 · 2019: 26 · 2018: 30 · 2017: 14 · 2016: 18 · 2015: 13 · 2014: 16 · 2013: 13 · 2012: 12
- FWCI
- 30.15
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- International Journal of Advertising (publishedVersion)
- HKBU Institutional Repository (Hong Kong Baptist University) (submittedVersion)
- Topics
- Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
- Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
- Keywords
- electronic word of mouth, purchase intention, online forums, social comparison theory, social network analysis, theory of reasoned action, user attitudes, topic similarity, consumer behavior, Hong Kong consumers
About these checks
Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.
Statistics and arithmetic are recomputed, not judged.
Confidence bands are shown only for fields calibrated on our annotated test set. None is calibrated yet, so no band is shown.
What counts as a claim ›How we measure confidence ›How we check this ›
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